SEASONAL PACKAGING
The Brief/The Problem Top-of-funnel awareness was lagging, resulting in stagnant sales for Limited Time Offer (LTO) Seasonal Blends. Equator needed a campaign strategy to target younger demographics and drive engagement while strictly honoring the brand's core sustainability commitments.
The Strategy Pivot the LTO strategy into a dynamic, quarterly artist collaboration series. By utilizing an artist representative to identify brand-aligned international talent, we transformed standard seasonal coffee releases into highly anticipated cultural drops featuring custom packaging and integrated merchandise across digital, retail, and wholesale touchpoints.
The Execution I directed the end-to-end campaign, briefing global artists and managing the execution of sustainable packaging and merchandise. Utilizing Figma and Adobe Illustrator as our main collaboration tools, I oversaw the omnichannel rollout across Klaviyo, Shopify, and in-store signage to ensure a cohesive visual and narrative experience from the digital ad to the physical cafe.
The Impact The campaign achieved an average ROI of 4.05, driving a 149% increase in online coffee sales and a 24% increase in retail sales compared to non-artist campaigns. Additionally, the creative strategy fueled a 170% average annual increase in site sessions and drove a 25% lift in email open rates.
