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032023—Present

E-commerce Campaign Planning

A multi-channel campaign-planning case study covering visual direction, asset systems, team allocation and coordinated e-commerce rollout.

Role

  • Creative Team Lead
  • Campaign Planner
  • Creative Direction
  • Multimedia Direction
  • Stakeholder Coordinator

Discipline

  • Campaign Strategy
  • Creative Direction
  • Team Leadership

Year

2023—Present

Summer campaign planning board: a six-colour palette — turquoise blue, volt, coral, yellow, orange and purple — with Pantone, HEX, CMYK and RGB values, set against tropical reference photography and a styled model shot.

01

Business context

Large-scale e-commerce retail campaigns must communicate one idea consistently across every customer touchpoint, on a fixed commercial calendar. Four campaigns anchor this case study: Summer, Smiles Friday, Mid Year and Ramadan.

02

The challenge

Take a commercial objective and turn it into a campaign system that holds together across channels, teams and deadlines — not a set of unrelated assets.

Audience: Value-conscious online shoppers across BFL's regional e-commerce markets, with campaign messaging adapted according to season, promotion, category and channel.

—

Campaign objectives

Summer Campaign
Create a seasonal campaign system that communicates summer relevance across promotional, product and lifestyle-led e-commerce touchpoints.
Smiles Friday Campaign
Build a high-energy promotional identity that supports a major retail event and adapts consistently across multiple customer-facing channels.
Mid Year Campaign
Develop a scalable mid-year promotional system that helps organise a large volume of offers, categories and channel-specific creative requirements.
Ramadan Campaign
Create a culturally relevant and commercially adaptable campaign identity that supports seasonal storytelling, promotional communication and multi-channel rollout.

03

Role & responsibilities

I translated commercial briefs into visual direction, campaign systems, asset requirements and delivery plans. I led workload allocation and creative review while also contributing directly to selected high-priority designs, motion assets and campaign adaptations.

A five-member creative team supported the campaign delivery, with work allocated across key visuals, channel adaptations, motion, CRM, app, web and performance requirements. Team structure varied by campaign.

  • Interpret the commercial objective and campaign calendar.
  • Define visual direction and the campaign identity.
  • Build the asset matrix across every channel.
  • Allocate deliverables across a five-member creative team.
  • Set the timeline and review process.
  • Review creative quality and provide quality sign-off before delivery.
  • Coordinate with marketing, e-commerce, CRM, performance marketing, merchandising, brand and channel owners.

Personally executed

  • Brief interpretation
  • Campaign direction
  • Visual-system development
  • Priority creative concepts
  • Selected key visuals
  • Motion and multimedia direction
  • Asset-planning structure
  • Creative review
  • Quality sign-off
  • Stakeholder alignment

Allocated to the team

  • Channel adaptations
  • Format resizing
  • Supporting social assets
  • CRM variations
  • App and web adaptations
  • Selected motion versions
  • Production extensions
  • Repetitive campaign rollouts

Allocation varied by campaign.

04

Strategic approach

  1. 01Start from the business objective and the audience, then decide channels.
  2. 02Establish one campaign identity before any asset is produced.
  3. 03Translate the identity into an asset matrix per channel and format.
  4. 04Allocate by capacity and strength, then review against the original brief.

05

Team & stakeholders

  • Led a five-member creative team across planning, workload allocation, mentoring, quality review and cross-functional campaign delivery.
  • Coordinated with marketing, performance marketing, CRM, e-commerce, merchandising, operations and brand stakeholders.

06

Solution & capabilities

  • Website campaign pages and banners
  • App engagement placements
  • CRM and email lifecycle creative
  • Social and organic content
  • Meta and Google paid-media creative
  • WhatsApp promotional assets
  • Motion and short-form video
  • Gamification elements

07

Process & workflow

  1. 01Business objective
  2. 02Audience and channels
  3. 03Visual direction
  4. 04Asset matrix
  5. 05Team allocation
  6. 06Production and review
  7. 07Multi-channel rollout

08

Outcome & status

Campaign output varies according to the commercial calendar, channel mix, promotional scope and number of required adaptations.

  • The campaign-planning approach created a more structured path from commercial brief to multi-channel rollout, helping maintain visual consistency while managing a broad range of formats and delivery requirements.
  • Campaign performance figures are commercially sensitive and are not published.

09

Decks

5 planning documents, 43 pages in total. Open one to scroll through it page by page.

10

Video

[ASSET REQUIRED] Short walkthrough or reel with confidential information removed.