MARKETING ASSET AUTOMATION
CONCEPT :
The concept was to build cross-channel template files that could be automatically populated with products, messaging, and design on an expedited timeline. There were many challenges to tackle, including leveraging sku photography with no relative scale, creating flexibility in assortment and messaging, and developing a color system that related to the unforeseen product assortments.
DEVELOPMENT :
The development was a multi-faceted approach of research, prototyping, and pressure testing of all aspects to the challenge. We touched every piece of the project, including building a copy matrix sheet for variable messaging. We parallel-pathed concept development for the design themes while uncovering a systematic approach to building each file across all digital channels.
EXECUTION :
The execution was a highly successful, automated system that eliminated the need of three entire creative teams. The automated templates have performed higher than the custom-built assets by the creative team, and have since expanded to over 2,000 templates across 20+ themes for the marketing team to pull & leverage almost immediately.
fig. 1
The first challenge was automating sku photography. We built a system that placed the images into predesignated locations into the files based on assortment constraints and messaging needs (fig. 1). We also needed to account for the variations in which the products are shot, as well as relative scale of promotional products. There was also the need to group products by category, as seen by the color shade mechanisms. A master assortment sheet was also built to predetermine relative scale.
fig. 2
Products were pressure tested into each asset with linked smart objects to determine max assortment with corresponding standard messaging placements (fig. 2). Variability into each template was also tested to ensure required flexibility within. This exercise was conducted in over 50 placements through paid media, social, email, site, and app channels.
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fig. 6
A dynamic and surprising color system was built to bring the themes to life that can be updated to reflect the assorted products and avoid fatigue. We divided the products between reds (fig. 3), yellows (fig. 4), blues (fig. 5), and monochromatic (fig. 6). The color selections were based off of mathematical permutations of common combinations to provide a palette that would be less ordinary. We also build the palette to include a primary color (C.1), 50% opacity of the primary color (C.5), and an unexpected accent color (C.2).
fig. 7
The color system was pre-populated into every base template file using linked smart objects. Copy color became an automated layer to ensure legibility and ADA compliance within the varying color system options. Gradients were also introduced to provide further flexibility into the theme designs (fig. 7).
fig. 8
The templates were used to create a wide variety of themes, from standard recurring messaging to larger campaign moments (fig. 8). Automated styling was introduced to bring more life to the sku images, and additional elements were brought into reinforce each theme. Animations and variable layer comps were also automatically built in applicable placements, as well as French translations.
Additional theme designs for reference.
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