Brief:

• Create a solus email and landing page to promote the Harrods Easter gifts and food offering

Campaign Messaging Strategy

When I work on seasonal campaigns, I think first and foremost about how to unite each placement with a shared language. I start by creating a tagline and selecting words that I’m going to use frequently throughout the copy – whether it’s online, in-store or on printed collateral.

Tagline: Hop into Easter with Harrods
Words: Hop, hunt, bunny, glorious, indulgent

Easter Email

Email Messaging Strategy

Easter typically falls at the dawn of the British springtime, so I wanted to convey the growing excitement about glorious summer days, picnics in the park and seasonal family activities such as Easter egg hunts and games nights.

The campaign imagery features a lot of toys and kids’ gifts, so it made sense to reflect that in the copy. The subject line and pre-header work really well together because they set the scene. While ‘Hop into Easter’ is evocative of Easter bunnies and children playing, ‘You won’t have to hunt for these gifts’ is a play on the classic Easter egg hunt. This worked because the email was a gift guide/round-up of everything needed to host the perfect Easter celebration.

As you move through each section in the email, the copy brings to life the scene of a classic day of Easter celebrations with Harrods food and gifts. There are spotlight banners for eggs, toys and Harrods hampers, each with clear CTAs that satisfy the brief.

Tone of Voice

Harrods is known for being quite a serious brand, but Easter is the time of year that allows the playful, childish side of the brand’s personality to emerge. That’s why I included some witty asides, such as ‘we’re certainly not judging’ in the eggs section, and opted for a more conversational tone in the hampers section – opening with ‘Once you see what’s inside…’ to rouse excitement.

Easter Landing Page

Landing Page Messaging Strategy

The Easter landing page was a cross-collaborative effort. I worked with our marketing managers to decide on the content for the page. Then, I came up with a layout to present to the digital designer. I considered what would work best on mobile and desktop to convey the full Easter offering and decided on three sections: food, gifts and hosting.

Shared Language

To create a cohesive campaign, I included some of the shared language I mentioned earlier. For example, ‘There’s no need to hunt for these delectable treasures’ carries the same sentiment as the email pre-header. There’s also a reference to springtime in the Easter Food to Order section, continuing the theme of a budding British springtime.

Analysis

Overall, the Easter email and landing page provided a smooth customer journey from awareness to consideration. The solus had a read time in line with the business average and over 40% of journeys from the landing page went to a PLP. Therefore, we successfully created a journey from email > landing page > product listing page that was cohesive, consistent and engaging.