Baskin-Robbins monthly campaign waves
Baskin-Robbins monthly campaign waves
Overview
- Homepage, three breakpoints
- Flavor of the Month landing page
- App home screens
- In-app event banners
- Coupons and in-app messages
- App promotion screens
What We Did
The Outcome
A month of promotion. Three surfaces.
Baskin-Robbins runs on a calendar. Every month brings a Flavor of the Month, a cake or a drink to push, a run of small holidays and a set of coupons. All of it has to land on the website, in the app and in email.
Amp Agency asked us to design the April and May 2022 waves, every surface included: the site at desktop, tablet and mobile, the app, the coupons and the sends.
We designed and produced the whole set, starting with the scoops.
The scoops were cut out and retouched in March, before the first wave, so every tile, banner and coupon that followed had a clean scoop to hand.
Make the art once and cut it to every module.
Desktop. The homepage hero and the Flavor of the Month landing page hero, the carousel, the tiles and the cards. Every module has a fixed pixel size and a name in the file. The art is made once and cut to all of them.
Website modules at desktop, tablet and mobile, app screens, coupons and email.
Tablet. The Seize the Yay hero with the landing page heroes, the homepage tiles, the graduation tile and the flavor cards. Same art as desktop, re-cropped to the tablet slots.
The mobile modules. Mobile. The heroes, the tiles for Flavor of the Month, graduation and the seasonal offers, and the flavor cards.
The homepage and the landing page, full length, both waves. The mobile pages the modules build. Totally Unwrapped in April. Pancake, the Tall Stack Cake, and Breakfast in Bed for Mother’s Day in May.
The banners that rotate through the app home screen. The app, on a phone. The top of the home screen with its calendar card for each wave, then the banners that rotate under it.
Event banners and the calendar screens they sit in. The app, on a phone. Event banners for Mother’s Day and a run of small holidays, and the composed calendar screens they sit in, dated through April.
Promotion sets: banner and detail screen. The app, on a phone. Graduation and the other seasonal promotions, each as a banner and the promotion detail screen with its copy and its confirm button.
Coupons. Each one a banner and a detail screen. The app, on a phone. Each coupon is a banner and a full detail screen with its expiry and its terms, dated through April. Then the in-app message strips for the Wednesday offer and the bunny cake.
The sends, mid month, and the mobile view. A send for the bunny cake, then one for the graduation cakes. Both built to the brand’s email frame, with the graduation send shown on a phone.
April and May 2022, in market on the calendar they were dated to.
Both waves went to Amp ready for the site, the app and the email platform. The dates are on the work: April coupons and sends, and a May calendar card for Mother’s Day.
Plan the system, then make the art
Every module had a fixed size and a name, so the art could be made once and cut to all of them. Building the system first is what let both waves go out ready for the site, the app and email.