For two years I was part of the global design team of Treatwell, the largest hair and beauty bookings website in Europe. The company is stationed in 11 countries, but the design team is based in Amsterdam. Within this brand / design team I made a lot of colourful designs. For example newsletters, landing pages, animations, social posts, banners, printed materials and campaigns.
For Treatwell's Valentine’s campaign of 2019 I was responsible for the concept and realization from A to Z.
According to research, the target audience approaches Valentine’s in a less traditional way. Galentine’s for example was massive last year (girlfriend's valentine's). So, the big question is: 'What are you getting ready for?' Are you just having a chilled evening with Netflix and a pizza? All good! Or, are you going on a hot date with your new lover? Maybe you will spend the night with your girlfriends, chugging a whole bottle of wine.
With this concept I want to show that it doesn’t matter what you are going to do, as long as you get ready for it with Treatwell. Because Treatwell is the brighter way to book beauty.
This concept shows the diverse ‘activities’ one could be doing on Valentine’s with objects that portray these activities. Straight to the point. It’s important to be able to transcend the concept to all channels so I made sure it was easily adjustable for all types of deliverables. I was responsible for the execution of the entire campaign including art-direction, gathering all the resources, image retouching and designing and building all the required assets.
Campaign's landing page (see here)
Social paid retargeting ad
Social paid prospecting ad
Social organic Instagram post templates
Promocode newsletter: what are you getting ready for?
Linking to this landing page
I received the awesome assignment to create designs for the iconic black London cabs. The objective here was to create brand awareness and drive potential consumers to download the Treatwell app. (No pressure.) For two weeks, 200 of these taxis drove around London with my designs on them. These OOH designs were part of the Autumn/Winter campaign of 2018.
Creating social media assets played a big role in my daily tasks. Both for B2B and B2C I designed mostly animated posts that are creative, but witin brand guidelines.
SOCIAL ORGANIC INSTASTORIES
For Spain I created multiple social organic Instastories for the month of February. The first story is about Treatwell Spain's birthday. Customers are encouraged to express what age they like most and why. One with most original answer wins a Treatwell voucher. The second story is about sending a anonymous note to a loved one, through Treatwell Spain's Instagram.
For the stories I used a mix of brand video's and more organic like content, like the cake and the paper game. This is important so that the content is engaging and not about driving bookings.
The social media team of Treatwell UK worked on a social organic concept called 'Wednesday Wisom'. Every Wedsnesday they want to give Instagram followers a tip related to beauty. I was asked to create Instagram posts that portray these tips in Treatwell style.
Since some of the tips are quite long, I decided to design animated assets so that the message can be shown in multiple frames. I did not use any brand imagery so that these posts will not be confused by the customers with Paid Social assets.
For the local 'Spa-tember' campaign for the UK, I was asked to create Paid Social video's that make you wanna go to the spa like: now.
B2B - GROW YOUR BEAUTY BUSINESS ONLINE
I was asked by the B2B team to create a Paid Social video, targeted on future partners, that shows why Treatwell is the brighter way to grow your beauty business.
Most important in this case is to show the 'facts' in a striking way. Making numbers pop, making graphs go up, show all the benefits: everything the future partner wants to see to be convinced to sign with Treatwell.
Treatwell collaborates with other brands to drive more brand awareness and bookings. These partnerships make use of incentive programs urging customers to enter a competition. In most cases this means that both Treatwell and the other companies provide gift cards up for grabs.
To create awareness for these contests, I was asked to create assets like social media posts and CRM banners that are usually spread on the platforms of both parties.
With these assets it was important to portray both brands equally and show why they match as partners for the contest.
With 11 local markets, all with different requests and requirements, creating newsletters was one of the most important daily tasks. Newsletters are built in Salesforce by the local CRM stakeholders. There was a template that the design team had to work with, but I always tried to find new ways to make the standard look different.
DACH CRM about certain food that makes you more beautiful.
DACH CRM about getting a festive manicure in the Christmas season.
UK CRM about different kinds of massages.