Black Friday
Read time:
6 min
Client:
Multiverse/ Milkyway
Industry:
Recreational Cannabis & Glass Art
Start:
End:
Duration:
4 Weeks
Multiverse is a brand that provides unique, high quality artistic cannabis smoking products and accessories across North America with a focus on aesthetics, function and price. Through their brands, Milkyway, Milkyway X and Wormhole, they aim to create collectable works of art, prized for their unique style, quality and craftsmanship.
Starting point
The goal of the project was to utilize and take advantage of the yearly time for Black Friday Sales across North America to market and advertise products at a time when people are looking for good deals to spend money on. The goal was to sell more products and generate more revenue. The campaign was targeted towards the brand’s current customers as well as new customers.
Problem solving
As the brand’s designer, I came up with the art direction and design for the key visuals of the marketing and sales material that included marketing emails and social media posts.
Implimentation
For the visuals, I introduced a new color palette and typography style. Common colours such as red had been done a lot previously, whereas turquoise was unfamiliar to the brand yet aligned with the brand values.
The design used the texture of the products as backgrounds, contrary to having them at the forefront. The typeface was decorated with colours and strokes to make it visually appealing to the audience. The % of the discount needed to be emphasized as it was the main selling point.
Results
The product sales successfully increased by 20-30% during the campaign and the emails achieved a maximum click rate of around 4.67%. I learned that customers are looking for good deals and discounts and will buy from companies they trust if they are getting an advantage.
