Taste of Home
Special Delivery Box
Overview
Launched a new direct-to-consumer subscription product designed to deepen customer engagement and expand e-commerce revenue.
Objective
Drive qualified traffic and increase subscription sales during product launch through paid social and integrated digital campaigns.
Strategy
Partnered closely with performance marketing to align creative messaging with audience insights and acquisition goals. Focused on segmentation and value-driven storytelling to position the box as both a practical purchase and a thoughtful gift.
Implemented structured A/B testing to refine messaging and improve engagement across paid channels.
Results
Increased website traffic by 25%
Drove a 15% lift in e-commerce sales
Improved engagement through iterative testing and optimization
Facebook Video Ad ▸
This is a video ad that I wrote, story boarded and co-directed with my design partner. It was so exciting to be on set and see our vision come to life.
This video has the highest CTR of any created for the box.
Video Storyboard ▾
Packaging ▾
I worked with my design partner to create an eye-catching design theme that supported the brand. I also wrote the copy on the inside flap.
2015 Design
Inside Flap
2019 Redesign
Emails ▾
These are some of the original emails created for the box launch. Each email promotes the seasonality of the current box and highlights the joy of cooking throughout the year.
▾ Order Page
This is the box website and order page. Similar to other subscription box sites, the top of the page explains the benefits of the box and the bottom contains the different price levels.
Redesigned Emails & Order Page ▾
These are a few examples of how we transformed the email campaign for the box. Contemporary, seasonal color palettes were selected and carried throughout each campaign. I shortened the body copy and made headlines more playful, yet benefit driven.
Redesigned Print Ad ▸
This is an example of where I directed the redesign of an ad created by another team. We picked up the original, revised the copy and updated the layout to create more padding around the graphics and a smoother flow from top to bottom.
Print Mailer ▾
In an attempt to reach more of our core Taste of Home magazine subscribers, we created a print mailer promotion for the box that prompted customers to order online.
Outside - Back
Outside - Label Carrier
Inside