Team: Lisa Ervin: Web Banner Designer, Email Designer, Social Media Designer; Art Directors: Jessica Hiller and Yolanda Manns;  Copy: Patty Lee and Colleen Morrison; Marketing: Treyelle Price & Crystal Ivey
Target Audience: Chris Loves Julia followers; New and existing Rubbermaid website and Target and Amazon customers; Rubbermaid email subscribers
Objective: The goal was to drive traffic/awareness through paid social efforts, DTC site banners and email marketing to Rubbermaid’s EFL Color of the Year partnership with ChrisLovesJulia. Also important was to highlight EasyFindLids key features.
Research: There were two major points of research to consider.  The first being that consumers are increasingly seeking a human connection in their interactions with brands, According to a 2022 WGSN tread report, emotional engagement with consumers could drive a 5% uplift in annual revenue. Brand Ambassadors like Chris Loves Julia help to humanize brands.  The second was Meta recommendations for paid social posts. Their studies show users consume content very quickly and adding motion will get the users to stop and that carousel posts should tell as story. 
Development & Results: My work on the digital campaign included a web banner on Rubbermaids homepage, paid social media assets and an email announcement. For social media, I worked cross-functionally with the copy team to tell a story in each post. Images show Chris and Julia using the limited edition set to pack away leftovers and to keep the fridge, cabinets and drawers organized. Even the dishwasher looks modern and clean. I dedicated spaces on paid social to feature an individual container in Skylight Blue, making it feel elevated and special.  Motion graphics capture the user’s attention for a higher than benchmark click through rate. The homepage banner and email complement social and take the viewer on a similar journey, leading them on a path to purchase.