Case study 03
£100 Sale multi-channel campaign
Adapting graphics and microcopy across a timed multi-channel journey using audience evidence and campaign analytics.
Year
2026
Role
Campaign strategy, content design, email design, visual design and analytics
Organisation
Curvy Chic Bridal, now Rebecca James Bridal
Channels
Email · Instagram · Facebook · TikTok · YouTube · Meta
Overview
The event offered selected wedding dresses from £100 and mother of the bride and occasion-wear outfits from £50 during a one-night in-store sale. The campaign connected five emails with social, short-form video and paid-channel assets.
User needs and decision context
People needed to understand the value, timing, location and practical conditions quickly enough to decide whether to attend. As the event approached, urgency increased and the amount of useful information decreased.
Wedding dresses from £100
Mothers’ outfits from £50
One evening only
Take it home the same night
My role
I shaped campaign strategy, staged the messaging journey, designed email and social content, adapted creative across channels and defined the measurement approach.
Audience evidence and analytics
I shaped campaign strategy, content, email design, visual design and measurement. Audience segmentation, previous engagement, channel conventions and campaign analytics informed how messages changed over time.
Microcopy across the campaign journey
01
£100 Wedding Dresses. One Night Only.
Explain the proposition.
02
Already Getting Messages About This…
Build confidence and momentum.
03
£100 Wedding Dresses. Tomorrow Night.
Prioritise practical information.
04
Tonight From 5pm
Reduce unnecessary information and increase urgency.
05
£100 Dresses From 5pm
Give users only the information needed to act immediately.
Microcopy progression: Save Your Spot → Get Sale Details → Get Directions. The call to action changed as the user’s need changed.
Adapting content to context
01 Portrait / feed
02 Stories / vertical video
03 Meta landscape
Hierarchy and content quantity were adjusted for each channel rather than simply resizing one design.
Analytics and outcomes
2,469
Initial email audience
5.3%
Click rate: day-before email
38.22%
Click rate: final targeted email
The final send went to 191 more focused contacts and Brevo reported 73 clicks and no unsubscribes. Email analytics may include automated opens or bot activity, so these figures are presented as reported rather than absolute behaviour. No online conversions were attributed because the campaign was intended primarily to drive attendance at a physical in-store event.
Key learning
A campaign journey should become more concise as the moment of action approaches. Segmentation and channel context matter more than repeating the same message everywhere.
Measurement improvements
I would establish stronger event-level measurement before launch, including reliable attendance attribution and agreed reporting definitions, while preserving the clear staged content journey.