Zulily – Marketing
Despite once topping a billion dollars in revenue and having millions of faithful customers, Zulily's brand awareness found itself surprisingly low. I lead a creative team partnering with the our paid ads, organic social, affiliate and influencer teams to help boost brand awareness through creative strategy, testing and multi-channel campaigns.
Paid Advertising
Brand Position Testing
As Zulily's brand evolved and challenging economic times arose, we wanted to take a fresh look at our brand positioning to see what resonates with existing and prospective customers. We developed a multi-faceted testing strategy including focus groups and a robust digital ad campaign. Surprisingly, the concepts the focus groups said they were least interested in and even turned off by, happened to be the ones that were most engaging within our live digital ad tests. Of the multiple concepts and variations we created, their were two clear winners, as detailed below.
Winner - Proudly Cheap
Our top performing concept called "Proudly Cheap", tapped into humor and assured viewers even though lighthearted and fun, we have serious savings on things they need for themselves and their families.
Runner Up - We Meant to do That
Our "We Meant to do That" concept was a close second and took a risky approach. We took a candid and honest approach addressing some of the pain points of our business. In this case we tried to show the viewer that our slow shipping times are one of the things that help us pass savings onto them.
