Marketing Email Campaigns
Design Challenge:
Simply put: how do we elevate our email campaign game??
Solution
We created compelling “micro-brands” for each campaign. We did this by concepting lockups, pushed the graphical constraints set by our email template system (aka cheating the system), and reduced and gave personality to what could otherwise be dry, robotic selling points.
Status Quo
Updated looks
Concepts
Performance Marketing
Design Challenge:
How do we make business owners’ lives easier by signing up for our products?
Solution
We A/B tested ad concepts. We these tests up by “text-based,” “illustration-based,” and “photo-based.” These were tested against one-another and the winners would be further iterated on. Was it the copy that stood out? The illustration? The color choices? The only way to find out is to test, test, test.
Examples of some ads we tested against each other
Yelp for Restaurants Trade Show Booth
Design Challenge:
How do we create an eye-catching, informative space for restaurant owners attending trade shows to learn about Yelp’s various products?
Solution
My copy/concepting parter, Danny and I decided on a “go big or go home” approach. We delivered a concept filled with interactive stations, walls, and tables along with big, loud wall graphics that highlighted the products along with tons of illustrations highlighting their features.
The Restaurants team reeled us in, had us reduce the amount of information while making the products larger and more centralized, resulting in a calmer, more breathable, and more informative space.
Final Booth Layout
Concept 1
Brand Trust Concept
Design Challenge
Business owners and users have this idea that that Yelp intentionally manipulates/hides reviews. How do we increase brand Trust?
Solution
Ad campaign highlighting local businesses and the measures we take to insure our reviews can be trusted using raw numbers and facts.
Mailers that go out to biz owners letting them know why it’s important we monitor reviews and make sure that they remain honest and fair
All collateral includes QR codes leading to “Did You Know?” page on site, highlighting even more facts about about our review algorithm and why it’s important
5 Word Reviews Concept
Design Challenge
A large percentage of consumers only use Yelp monthly. How can we drive consumer interaction?
Solution
A campaign which challenges users to give 5 star, 5 word-only reviews. We collect the best/funniest, most eye-catching reviews we can find on the app and post them on on our social media.
Creative Team Portraits
Design Challenge
The Yelp Creative Team is branding itself internally. We need portraits!
Solution
Kevin can draw, he needs to make the portraits.
P.s. see if you can guess which one is me.
Direct Mail
Design Challenge:
You know those mailers that you just end up throwing away? How do we keep business owners’ attention long enough so they can sign up for our products BEFORE they throw the mailer away?
Solution
My copy partner Rowena and I concepted several ideas both within and without the Business Marketing team’s comfort zone in order to test them each out in different markets and seeing which performed better (take a wild guess).
