Eddie Bauer
Eddie Bauer approached us needing to carry out a country exit campaign encompassing 53 stores nationwide. The goal was to successfully promote a closing down sale and follow-up with a stock clearance, we were faced with effectively communicating the offer of discounts up to 70% and reaching a broad audience across multiple platforms only popular in that part of the world.
The Approach
My focus was the creative and design direction behind this campaign, developing the visual identity that ran across an extensive multichannel rollout, including Google, YouTube, LINE, TikTok, Twitter, and Yahoo. I designed a core set of creative assets that flexed across every format and platform, then adapted the messaging and visuals for key moments in the calendar, introducing motion versions of the ads for Black Friday and Cyber Monday to inject urgency and stand out in a crowded moment. The campaign ran over a 10-week period, with the visual approach evolving week to week to keep the creative feeling fresh and maintain engagement.
The Results
The campaign results were outstanding, achieving over 45 million impressions and more than 1 million clicks across all platforms, landing a click through rate of 2.32%, comfortably ahead of industry benchmarks on every single channel. The Black Friday and Cyber Monday creative performed especially well, driving the highest number of clicks across five of the six channels that week. Beyond clearing stock and hitting the numbers, the campaign kept Eddie Bauer's brand visible and engaging right through a difficult exit period, helping ensure the closure was handled smoothly.
