Embark 2023 Summer Sale

Role: Lead Designer

Stakeholders: Brand, Channel Managers, Ecomm

Embark will be launching a Summer Sale for both Breeders and Pet Owners to boost sales and take advantage of Amazon’s Prime Day halo effect to non-Amazon merchants.
Prospective Pet Owner customers who want to get more insights into their dogs health and breed. Focus on those who have had a dog for some time ( & new pet owners).
Breeders who are price conscious and will be looking for a sale period to buy discounted kits
Pet Owner: Three phases
1. Prime Day Sale (2-day)
2. Sale Continued (8 days)
3. Sale Extended (4 days)
Breeder: Two phases
1. Summer Sale (10 days)
2. Sale Extended (4 days)
Mid-level
- Channels include email, display, paid social, and ecomm, and affiliate

CHOSEN CONCEPT

Adventures Await Summer Sale

Make this summer extra special for your furry friend with our “Adventure Awaits Summer Sale.” We’ll heat up your plans with insights into their breed mix, health risks, and traits to unleash a season full of adventures together.

Unforgettable summer adventures begin with knowing your dog.

This campaign will connect with pet owners through a shared lens of exploration and spending more time outdoors with our pups during this time. Summer is the perfect time for new adventures – whether it's hiking through trails, sunbathing by the pool, or enjoying a scenic picnic, Embark will help you understand what’s behind that adorable face so that you can spend less time cooling down and more time together in the sun.
By knowing your dog's breed mix and unique genetic traits, you’ll be able to create a curated summer plan that fits your dog’s needs.
This campaign embraces the spirit of exploration by combining the thrill of dog adventures with the joy of exploration to deepen the pet owner bond.
With this campaign, we will position Embark as a key first step towards a summer filled with unforgettable moments including the moment of finding your dog’s mix.
We will highlight the benefits of genetic testing and provide personalized recommendations that fit their dog’s unique needs so they are prepared for any adventures this season.

Creative Approach

Tone and Voice: Inspirational, Playful & Curious

Look and Feel: This campaign is all about strengthening the human and dog bond through memorable summer time fun. Imagery will be bold and intentional that capture these moments. We’ll choose imagery with interesting landscapes to inspire adventure.

Creative will use a mix of product shots, lifestyle shots, with bold typography to tie the campaign together.

Phase 1 Creative Approach

Creative will lean into discount pricing, product box, and typography treatment (repetition, boldness, and movement). During this period, creative will utilize the “Summer Sale” squiggle if format allows. Backgrounds will lean yellow and environmental lifestyle that relates to larger theme.

Phase 2 Creative Approach

Creative will continue to lean into product box and bold typography treatment. During this period, creative will incorporate lifestyle imagery of dog and humans that funnels into Adventure Awaits.