B.TAN EDM AND SOCIAL ASSETS

THE CLIENT

b.tan is an Australian brand specialising in high quality tanning and skin care products in both the retail and professional beauty salon industries.

THE OBJECTIVE

During my time with with b.tan I was required to produce a wide range of digital assets to not only promote the brand and its products but also connect with and educate their customer base on their fake tanning products and the benefits of using them. Some of these assets included:

• EDM design (via Mail Chimp + Klaviyo)

• Promotional banners in a variety of dimensions for websites, social media and emails

• Social Media assets which included Instagram story and post designs, Instagram highlight icons, Giphy stickers, video animation etc.

VISUAL RESEARCH

We researched the initiatives and strategies adopted by competitors in the beauty industry that sold to a similar demographic (gen z). At the time we noticed copy that sounded like you were reading a text from a friend was huge and anything that was visually bright and eye catching was very popular. It was important to ensure that EDMs caught interest and engaged the user to tap through and access the b.tan site to make a purchase. Considering the emphasis on vivid imagery at the time, we strategically incorporated photography showcasing accurate tanning outcomes with models who appeared to be very happy, hoping the audience could connect with the joy and confidence that a b.tan product could possibly provide for them.

WIREFRAMING

With a schedule of 3 EDMs a week, we often created a template across our EDMs and site banners so that designs could be created quickly without risking the quality of the design. EDMs often followed a formula that featured an eye catching image, followed by educational copy, followed by clickable products that led the customer straight to the product page on the b.tan site. It was also important to ensure these designs converted well on mobile devices too.

FINAL DESIGN AND RESULT

Each week, our team dedicated itself to producing original and appealing content specifically tailored for the Mine customer demographic. By using custom templates we were able to ensure the designs were cohesive to create regular content straight to Mine’s customer base. This strategic approach not only captured the attention of the audience but also fostered a deeper connection with them. As a direct result of this enhanced engagement, b.tan observed a notable boost in sales, affirming the efficacy of our content strategy.