We ran a paid experiment using a responsive IMDb custom landing page which promoted Prime Day deals that align with all things entertainment: Amazon Prime video rentals, DVD & Blu-Ray™ deals, video games, movie and TV themed toys, and consumer electronics. I worked on the campaign from ideation to the post-sales implementation. I also created all marketing materials and traffic drivers around the campaign, including on-site ad placements, social, and email. I worked with many internal stakeholders throughout IMDb and Amazon during the process, including Sales, Sales Marketing, Brand Marketing, Editorial, Social, Video, Design Tech, Email, Amazon Prime Day design team, Prime Video and IMDb TV.
The campaign ended up selling to three sponsors for $850k! The program enabled the sales team to break new-to-IMDb business and drove an upfront commitment with LEGO. The campaign generated 130MM impressions across desktop, mobile web, and mobile apps. The Custom Landing page traffic across the 9 day flight exceeded IMDb CLP and Amazon CLP benchmarks. Open rates on the Prime Day dedicated emails were 2.5x higher than the IMDb average. The dedicated email deployed on Prime Day had a CTR 4.5x higher than average. Since Prime Day exceeded our goals, we ran a second paid experiment promoting holiday entertainment deals later in 2019. This also sold to two sponsors (Xbox & Nokia), bringing in $500k in additional ad revenue. We plan to continue to iterate on our shopping events, and run user testing on the experiment to help inform our design decisions as we move forward.
I created the wireframes in Sketch, and prototypes in Flinto. All mocks and placements were created in Photoshop and Illustrator, and motion created in After Effects.
Early Wireframes - Pre / Day Of / Post Versions
Early Prototypes to Help Inform Dev Team
High Fidelity Mocks - Pre / Day Of / Post Versions
Email GIF Banners
Holiday Gift Guide CLP Mocks
