The Client
French Paper is renowned for its rich, colorful paper collections and vintage-inspired branding. While traditionally focusing on catering to the graphic arts community with bulk paper orders, the company revamped its digital strategy to specifically cater to paper crafters seeking top-notch, colorful paper options in smaller quantities.
Project Components
Concept Planning and Brainstorming, Art Direction, Art and Prop Production
Project Context
As a paper crafter, I was enlisted by the core client team to brainstorm and develop a series of paid advertisements aimed at promoting French Paper's Cyber Monday special. After collaborating with the lead designer, we selected a retro-inspired paper ornament concept as the artistic centerpiece for the campaign. I designed four distinct shapes for the ornament set, selected the color palette to fit the retro theme, and handcut the paper to make 10 of each design. I then painted the details on each ornament to complete the vintage theme. I delivered the final ornaments with a collection of festive bits and bobs as options to help bring the photography to life, and the final ad designs were truly a collaborative success story.
The campaign proved to be a triumph, marking French Paper's highest online sales day to date, surpassing the previous record by more than 50%. Moreover, the average order value for the day witnessed a 75% surge above the standard average.
Two versions of the campaign were created: one ran prior to Cyber Monday and the other on the day. A full set of ad sizes were created, with these examples shown created to run on social channels.
