Welcome!

We are proud to present our fifth annual Look Book, featuring 20 carefully curated designs that we believe embody the highest standard of creative marketing excellence.

For the first time, the pages of our Look Book include digital marketing achievements that extend beyond the email channel, featuring distinctive work in mobile, social, display, and the web. This is an important evolution of the Look Book, as more and more brands seek to design beautiful experi-ences for customers across all digital touch points, rather than sending one-off email campaigns.

With a focus on innovative execution, smart content, and mobile-awareness, each selection exemplifies the highest level of creative accomplishment and provides a glimpse into the future of marketing.

We hope you come away from these pages inspired to take your cross- channel marketing to a new level.

Wacarra Yeomans Sr. Director of Creative Services for Oracle Marketing Cloud

@wac_intosh

Welcome!

We are proud to present our fifth annual Look Book, featuring 20 carefully curated designs that we believe embody the highest standard of creative marketing excellence.

For the first time, the pages of our Look Book include digital marketing achievements that extend beyond the email channel, featuring distinctive work in mobile, social, display and the web. This is an important evolution of the Look Book, as more and more brands seek to design beautiful experiences for customers across all digital touch points, rather than sending one-off email campaigns.

With a focus on innovative execution, smart content and mobile-awareness, each selection exemplifies the highest level of creative accomplishment and provides a glimpse into the future of marketing.

We hope you come away from these pages inspired to take your cross-channel marketing to a new level!

Wacarra YeomansDirector of Creative Services at Oracle Responsys

@wac_intosh

annual

5th

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Promotional Holiday Email CampaignHarley-Davidson’s holiday campaign copy, leading with headlines like “We’re the reason naughty lists were invented,” adapts the company’s voice to the season authentically, as does the way the emails poke fun at traditional gifts while offering a Harley-branded alternative. The long, narrow layout and big, bold buttons also put Harley’s mobile awareness on display.

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Cross-Channel Welcome Series Airbnb’s cross-channel welcome series connects with customers via a mobile-friendly email, a short-and-sweet text that invites web interaction, and an easy introduction to device-specific apps. The campaign’s mobile awareness accommodates the on-the-go traveler even beyond linking them with their night’s accommodations.

video

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Registry Banner Ads and Landing Page Kohl’s gets the banner game right with rotating images. Featuring iconic registry product images in the same banner, Kohl’s preps the customer for the registry page, which bustles with homemaking energy. They also include “Pin it” links on their banners to draw customers into social engagement.

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Cross-Channel Campaign Lenovo engages customers across multiple channels around the launch of their Yoga Tablet. Building anticipation through email and display, Lenovo offers up the hashtag #betterway, inviting customers to join the conversation and further build the buzz across social networks including Twitter and Instagram.

case study

video

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Holiday Email Campaign This email series generates hard-won holiday clicks by optimizing surprise and charm. A close look reveals careful attention to detail—for example, the calls-to-action along the horizontally scrolling dinner table are complete with device-specific copy, and Snuggs the Cat comes adorably to life with his subtle blink and whisker twitch.

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Reactivation Email The illustration in the Urban Outfitters hero image, mimicking a smartphone SMS screen, and the voice, “OMG are we breaking up?” is conversational and perfectly brand-appropriate. Urban Outfitters targets their younger customer base by creatively integrating a channel that those customers find highly engaging—text messaging—into one that they find a bit less engaging: marketing email.

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Mobile App JetBlue’s mobile app showcases how this top company is bringing humanity back to air travel. JetBlue soars above the traditional travel check-in experience by adding a fun, relevant feature—a postcard maker.

video

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Email with Suppressed Images When an email subscriber has images turned off, Old Navy does more than just suppress them. The patchwork of color creates a new design that highlights the offer at the bottom of the screen and conjures nostalgia for the old television test pattern.

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Cross-Channel Shopping Experience Rent the Runway delivers a seamlessly integrated cross-channel experience. They’ve got it all: animated display ads that dynamically populate based on browsing behavior, an acquisition incentive to refer a friend, suggestions based on browsing activity, multiple opportunities for social engagement, and a welcome email that promotes a mobile app.

fifth annual look book I 10 I

Annual Report Email and Landing Page Warby Parker takes a characteristic tongue-in-cheek approach in communicating annual report data to customers—including the most common misspellings of their brand name, the most popular set of Warby Parker frames in Alaska, and stats on the preferred peanut butter of their employees. The landing page is stocked with a year’s worth of goodies that feed brand education and prompt extended engagement.

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Labor Day Travel Email Many of Comcast’s Xfinity emails maximize the potential of the still-rare horizontal design, but this travel email rolls out particularly smoothly. The pleasantly meandering road imagery fits the horizontal scroll naturally, drawing the eye along the road towards messaging about Xfinity’s traveler-friendly features.

video

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Welcome Email and UpsellMint.com’s crisp welcome email outlines money management for new subscribers in a step-by-step, numbered list that pulls the eye down the narrow, mobile-aware creative. The short-and-sweet 401k email highlights the subtle way that Mint.com upsells by anticipating a customer’s financial needs.

Annual Update Email FitBit uses customer data to deliver this annual ego boost, reporting on each customer’s total miles walked or run over the past year. The message becomes especially fun, and feels individualized, because of the silly way that the copy and graphics illustrate the real distance run. In this case it’s “the exact height of a T-Rex riding a 1,234.997 mile high unicycle.”

Then it offers more detailed stats, highlighting the customer’s most active day of the week, most active month, and most active date of the year.

fifth annual look book I 15 I

Promotional Email There’s a comfortable charm folded into American Apparel’s ultra-long, narrow stack of hoodies. It’s a clever concept—the stack draws the eye down, inviting scrolling and highlights the abundance of color options in each collection. American Apparel’s straightforward messaging “Hoodies!” fits their casual, youthful audience.

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Pre-Departure Email Jetstar’s creative is clean, simple, and expandable, accommodating localized messaging with different alphabets, all within a flexible framework.

Here, you see English, Japanese, and Indonesian language versions. Jetstar currently localizes for eleven different countries, and the email is populated with one of seven languages depending on the language the client uses to book the flight.

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Promotional Email This off-beat promotional email is the perfect way for Pizza Hut to strengthen customer relationships. The vintage video game-inspired animation—in which pizza slices equal lives—powers up customers for pizza-fueled lounging.

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Responsive Promotional Email The marketing copy is lighthearted in this mobile-responsive email from UK brand Missguided. The play on jump and jumpsuits in the hero image kicks off several layers of genius wordplay. Will Shoe-niverse become the next fashionista catchphrase? The responsive version reshuffles the messages to scroll neatly down a smartphone screen.

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Holiday Email Campaign Acknowledging that holiday travel isn’t always a vacation, Orbitz takes a clever spin on the season, promoting hotel stays that can keep customers off family couches.

video

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Email and Blog Content William-Sonoma fills customer kitchens with more than kitchenware and tasty foods—their blogs also offer expertise that feed customer lifestyle interests. In this email, each layered message captures both product and content offerings in one aspirational headline and two side-by-side CTAs.

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Promotional Holiday Email This email design’s gamification plays up Free People’s whimsical branding, and the subject line copy— “What kind of girl are you?”—reinforces subscriber brand identification. While the subject line calls out personal connection with the products, the headline mentions gift-shopping, appealing both to women shopping for themselves and to those shopping for other special ladies.

About Oracle Marketing Cloud

The world’s most respected consumer brands use Oracle Marketing Cloud software and services to build individual relationships at a massive scale by orchestrating personalized marketing across email, mobile, social, display, and the web. They rely on Oracle Marketing Cloud to drive more revenue and improve the customer experience at every interaction. Visit responsys.com.

To learn more, contact us.

For more insights on creative design best practices, visit our blog.

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