Eid Campaign

The Brief: The brief was to create a premium, elegant Eid campaign, with an aim to celebrate the festival as well as attracting new and existing customers, to promote Next as being a destination for Eid related products. The campaign would be multi-channeled, appearing on the Next website, in stores, and through online and offline advertising, with targeted promotion in the Middle East. 

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The Process: Initial steps of the campaign were to analysis market research from previous years learnings, then gather visual research, from both competitors and design trends paying particular attention to designs from the Middle East. A main focus was that it would be culturally appropriate and elegant. From these learnings a moodboard was created for graphic styling, typography and imagery. Then a design was created, including colour palette, illustrations, pattern design and typography. This was then worked into mock up formats for both on and offline to ensure stakeholders were happy with the design. Once approved, final assets were created, then shared to the wider design areas to replicate for launch.

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Performance: The Eid marketing materials launched in 77 Next stores, a celebratory gift card was also launched alongside this. The advertising reached across billboards, digital billboards, online across YouTube and TikTok among others, with a main focus on the middle east.