Airship Assignment — Design Brief

As part of the Airship Content Manager assignment, I was tasked with creating a blog post and a design brief for digital adverts that will be used to promote the mock holiday guide.

The Assignment

Airship aims to launch a campaign targeting retail marketers and CRM professionals. The goal is to inform and inspire them on how to effectively engage their mobile app customers during the holiday season. The objectives are to keep customers engaged with the brand via the app, boost sales, and encourage the use of loyalty points during this period.

The campaign will include the following assets:

1. A retail inspiration holiday guide.

2. A webinar featuring an interview with a retail customer about their holiday campaign plans.

3. A blog post summarizing the key points of the holiday guide and promoting its download.

4. Social media posts and digital adverts distributed through retail media partners to promote the holiday guide.

My Task

Prepare and present the following:

1. Blog Post (View the blog post!):

• Write a blog post (maximum 800 words) summarizing the holiday guide.

• Provide three alternative titles for the blog post.

1. Adverts Design Brief (You are here!):

• Create a design brief for two adverts promoting the holiday guide download.

• The adverts will be placed on the homepage of retaildive.com.

• Specify the designs for one MPU (Mid Page Unit) and one leaderboard ad.

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Here is my Design Brief!

Target Audience in the Retail Industry

• Director of E-commerce

• E-commerce Manager

• Head of Mobile Marketing 

• CRM Manager

• Mobile App Marketing Specialist

• Marketing Automation Specialist

• Customer Engagement Manager

• CRM Strategy Lead

• Conversion Rate Optimization (CRO) Manager

• Director of CRM

Campaign Goal

Drive downloads of Airship’s Retail Inspiration Holiday Guide.

MPU Ad Design (Size: 300x250 pixels)

A split-screen design showcasing a "before" and "after" mobile app interface.  The "before" app is a bland retail app with a static product image.  The "after" app features a festive makeover with a holiday theme like an advent calendar, emphasizing personalization or gamified experiences. 

Text overlays like "EEK!" and "WOW!" highlight the contrast, while a subtle animation adds interactivity.

Add a small brand logo in the corner of the ad for recognition.

• Headline: 

  • Option 1: Ditch Static! Get Festive!

  • Option 2: App Makeover? Yes, Please!

• Body Text: 

  • Option 1: Holiday Season Mobile App Ideas (Free!)

  • Option 2: Personalize Your App This Holiday Season!

• Call to Button: Get Your Guide! 

• File Type: GIF

Leaderboard Ad Design (Size: 728x90 pixels)

A festive countdown timer prominent on the right side of the Leaderboard ad. Use bright, contrasting colors and a clear countdown format (e.g., "Days Until Holiday Rush: XX"). Consider animating the timer for extra visual appeal.

The left side depicts a vibrant, festive app interface inspired by the guide's tips (e.g., advent calendar, flash sale, etc.).

Add a small brand logo in the corner of the ad for recognition.

• Headline: 

  • Option 1: Don't Miss Out! Free Holiday App Inspiration Guide

  • Option 2: Ho-Ho-Hold On! Crush Holiday Sales with Your App

• Body Text: 

  • Option 1: Free Guide: Create a Festive & Profitable App Experience

  • Option 2: Create a Festive & Profitable App Experience (Free Download)

• Call to Action Button: Get Inspired!

• File Type: GIF

Additional Considerations:

• Consider subtle animations to grab attention (e.g., blinking lights, falling snowflakes). Avoid excessive animation that might slow loading times.

As part of the assignment, I also had to create a presentation that outlined my process and provides a bit more insight into my thoughts for the design brief. You can view that below: