Holiday Campaign: 2024
In 2024, the North American region led the brand’s Holiday campaign, where I served as Lead Designer shaping the overall creative direction.
The campaign included a wide range of deliverables across CRM (email and MMS), paid media (social, performance, and display), video content, in-store retail print, and web banners.
Working closely with copywriters, designers, ecommerce partners, and the broader brand team, we delivered one of the most successful holiday seasons in the brand’s history: CTV videos alone delivered a 13.7x ROAS, 128% above benchmark. Across paid social, these videos reached over 12 million impressions and +7% view-thru rate compared to the previous non-regional assets.
These results, following the highly successful Black Friday/Cyber Monday campaign shortly before, are a testament to how successful the video creative was and reinforced the value of video creative across the region. These performances helped shift how the region thinks about paid media creative and how we measure success in these campaigns.
