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Dollarama Perfect Halloween
Marketing email campaign
Year
Medium
Tool
Type
Brand
2024
Digital (html)
Figma, Designmodo
Fictional
Dollarama
Dollarama Perfect Halloween is marketing email campaign designed to promote new Halloween items arrived to email subscribers, induce them to shop Halloween preps at Dollarama.
Green (HEX #008350) and yellow (HEX #FEE60E) colors of Dollarama are used (extracted from their logo). Typeface is Helvetica, which is very similar to their logo when the official font is unknown.
Funky and funny concept is inspired from the characteristic and type of products they sell, adding the holiday mood.
I came up with the idea of an email campaign for Dollarama, as I thought that a familiar brand offline would get more exposure and appealing brand image when it is promoted online. This shopping list email brings the spotlight to their products, inducing actions for consumers.
The subject line is "Ready for the perfect Halloween? We got you!", it targets whom hasn't decided what to do for Halloween or where to shop yet. Preview text (grey text next to the subject before clicking) delivers the exact content the email has - "New Halloween items just arrived!".
It increases accessibility of shopping, by advertising the online shopping website that can shop anywhere and anytime. The email reminds customers new items in cheap prices in Dollarama and gives spotlights to products that customers didn't notice while shopping in person, thus convinces them to explore the website or visit the store. It would lead to the increase of selling for the season, and it is possible to continue their interest in general days or incoming holidays.
Left: Mobile Right: Desktop
It is built at Designmodo Postcard. Mobile version is designed and then it is adjusted for desktop. It is possible to view the actual file here: https://designmodo.com/postcards/app/project/223365/
Or you can download the html file (It is generated by Designmodo): https://drive.google.com/file/d/1ta5ScU5sGjugvVEkIWsgBrDGPZwercYs/view?usp=sharing
Initial design at Figma
Initial Design and change
Other pages are not for viewing, only the third page is (current page).
This email would work best when the shopping list is customized to customers. Based on their shopping history and location, the recommended items differ and note that all items are available at the nearest store. It can rebrand Dollarama's low-cost image into custom and attentive one, place Dollarama on the top for shopping choice, thus increase sale.
Process
I started everything - from the basic planning - at Figma. I designed the mobile fitting for iPhone 14&15 Pro, and supposed to interpret the design in an email campaign tool.
The first problem I faced was that small texts were too small because it was the first time for me to design for mobile screen. I realized it when I checked the prototype. I adjusted the font size, the smallest one would not smaller than 7px (but, after research and practice, I knew that I shouldn't make any text smaller than 10px). Also, the paddings between items must be wider as it is hard to click with a finger when the items are sticking too close each other.
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