A landing page
to drive brand awareness for Tuft & Needle.
Sleep On It was a Tuft & Needle brand awareness campaign launched in January 2020.
T&N partnered with ad agency 72andSunny to create a video with comedian Neal Brennan to encourage customers to sleep on important decisions in 2020.
We needed a landing page to drive advertising traffic to, to help the viewer learn more about the T&N brand.
Role
UX/UI Design, Visual Design
We started off our design process with an ideation sprint. We were aiming to target users who had never heard of the T&N brand before, but there was, however, the possibility that a returning customer could interact with this page as well. After determining our intent for creating the page and diving into our user flows and personas, my teammates and I worked to come up with rapid wireframes.
From there, my responsibility was to bring our ideas into Sketch, create higher fidelity wireframes, guide the visual design, and finesse the UX/UI of the interactive module.
When considering the page flow, we wanted to tie in elements of the campaign video first, to avoid alienating users who came in from all sorts of channels. Further down the page, we dove a bit deeper into the brand, to give additional context about the company behind the video.
Because this was a brand awareness campaign, we wanted to give users the option to create their own "Sleep On It" content. This interactive module created user-generated content, which could then be shared on various channels to increase brand awareness and visibility.
It was fun getting to work on the flow of this small module and explore many different states, including an error state asking the user to re-evaluate their content if it included obscenities. After creating their Sleep On It graphic, the user had the option to share to social media or retry to create a new graphic.
Results and takeaways
While we collaborated with our developers throughout the entire process, in the end, we had to cut back on some functionality (mainly the UGC module) to launch the page.
The campaign could be considered successful, in some ways, in others, it wasn’t. The landing page was a good spot for people to come in from areas where we were pushing the advertising campaign, but I believe we missed a big opportunity by not properly weaving the campaign through all channels (ex: organic social).
Following this brand awareness campaign, we saw an influx of 21,000+ new site visits through the landing page during the months of December 2019 and January 2020. While we did see an influx of traffic, our bounce rate was high, and conversion was very low. This was to be expected, as we were not sending qualified traffic to the lander.
Overall, we did achieve our goal of spreading brand awareness, and took away many learnings from this as one of our first big brand campaigns.
Special thanks to:
Tyler Kurbat (Copywriting), Gary Serviss + Amber Aultman (Strategy), Karla Boedeker (Project Management), and J.C. Hiatt (Front End Development).