ZOLA OOH

“For all the days along the way” is a campaign that came out of a brand refresh. Zola’s new brand positioning embraces every step of the wedding planning journey. It’s about all the days along the way, not just the “big day”.

To introduce the rebrand to our audience, Zola launched a full scale Out-of-Home campaign blanketing NYC and redesigned various visual touchpoints to best translate the new tagline.

Out-of-home Advertising

The creative focuses on highlighting and celebrating all the days in the wedding planning journey, the happy days, the tired days, the confusing days, and the day you just want to elope.

Emails

The goal of the email campaign is to target the couple to take actions based on their planning timeline.

We designed these emails to feel personal and unique and not just another product pushing email. We introduced a progress bar, restructured the design to mimic a checklist, and simplified the scroll experience all to be a visual representation of “For all the days along the way”.

Paid Social

To build brand value and echo the OOH portion of the campaign, we created ads that highlights the exciting moments of the wedding planning journey for the awareness level ads.

For the conversion audience, we went with more straightforward visual and language structure to encourage immediate click through.

In-app & SMS

For in-app and SMS, we took a similar apporach to the lower funnel ads of using color to build campaign connection while keeping design simple to quickly drive click through.

Our time to wedding assets are averaging a 8.95% click rate, with up to 20.12%.

Credit

Copy: Graeme Allister, Lauren Davis, Sabrina Karin

Image: Kelly Lipovich

Design: Holly Morrison, Toni Antonucci, Claire Goldschmidt

Motion: Emily Ellison