Mitsubishi Multi-Channel Campaign System
Creative direction and system design for a scalable, high performing campaign program across email, direct mail, web landing pages, and social media animations.
The Ask
Create a cross channel campaign system for a new client with print, email, social, and web components. The system needed to support recurring quarterly campaigns, allow for segmentation and personalization, and stay flexible enough to update with seasonal offers.
My Role
I led creative direction and built the full cross-channel system. I developed the visual direction, handled image and color selection, and designed emails for both mobile and desktop. I created direct mail layouts, managed regional legal variations, and planned social animations with our offshore team. I also collaborated on copy, oversaw QA with proofreaders, and designed landing pages with room for personalization.
To keep quarterly production fast and consistent, I built a full templated system and documented best practices for every channel. This included animation timelines, visual guidance for the animation team, detailed offer modules for email and direct mail, and a landing page framework that held up across seasonal updates. Each quarter only needed new images, colors, and offers, keeping the creative fresh without rebuilding the entire system.
Outcome
The cross channel system became a reliable quarterly engine and consistently delivered strong results. RRD published a case study highlighting the performance gains and efficiencies created by consolidating the creative under one unified system.