Groupe SEB
Red Carpet Days
BACKGROUND
Following successful sales events for brands such as Bosch, Samsung and Sony Playstation, my team was challenged to replicate our previous successes with a smaller budget and tight timescale.
SOLUTION
The lead-up phase is particularly important in attracting new-to-brand customers (NTB); therefore, it was imperative that we made this part of the campaign truly engaging, not only in the content we created but also in the placements that we chose. Video is the most effective way to resonate with customers, and by combining this with editorial-style content, our campaign achieved a seamless blend of storytelling and product integration, capturing attention and driving deeper engagement. Our 2021 campaign has successfully repeated every year since.
Lead up phase
Our campaign showcased products from Tefal, Krups, Rowenta, and Emsa, featuring a unified design across the e-commerce banner and two landing pages—one content-rich for the lead-up and one streamlined for sales. We also selected Fire TV for awareness, leveraging its strong NTB engagement from past sales events.
Core Concept
As the event launched at the beginning of the year, themes like "New Year, New Me" and "Spring Cleaning" came to mind. I pitched a concept centered around life events such as moving, hobbies, and other lifestyle topics. I developed storyboards demonstrating how we could blend existing brand content with licensed video to create an authentic storytelling approach. The engagement was further enhanced through editorial-style articles.
Roles & Responsibilities.
As the design lead for the Consumer Electronics team in Germany, I not only pitched the original concept but also supported the sales team, led customer calls, collaborated with an external copywriting agency, and designed the key visual and landing pages. Additionally, I handled video editing and motion design.