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Persil Direct Digital Marketing - Always On Best in class 2024

Project Type

Photography

Date

April 2023

    One-liner (hero)

    An always-on retail media programme that became Persil’s most successful campaign to date and the internal blueprint for future always-on work.

    Project overview

    Persil’s DDM programme shifted to an always-on approach after analysis showed a sustained uplift between exposed vs non-exposed audiences but also highlighted customers leaving the brand if not continually re-engaged. The solution: a refreshed, always-on conversion system with creative rotated in line with brand priorities and promotional cycles.

    My role

    Senior Designer (Lead creative production & motion system)

    Built the animated social asset system (look + motion language) to keep Persil and Sainsbury’s on-brand across the year

    Produced and versioned cycle-based creative rotations (promo / non-promo / NPD moments) for Meta placements

    Ensured creative remained universal across targeting cells, while still feeling fresh cycle to cycle
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