Holiday Campaign

The Halo Effect

Personal Stories with Quantifiable Results

Personal Stories with Quantifiable Results

Personal Stories with Quantifiable Results

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Project overview

Unsurprisingly, 87% of customers say data-backed results impacted their decision to buy Halo Sport 2. Our goal was to design a campaign that highlights data-driven results to improve conversion rate during a sale.

My Role was to concept, design, and implement within our e-commerce website platform.
Halo Digital - Design Director: Andy Slopsema. Director of Growth Marketing: Courtney Marshall

Click here for the Instagram mini study.

Exploration & Discovery

To figure out what we should design, we looked at how other brands created compelling data stories.

Framing helps viewers navigate space.
Dot grids lay out information systematically.
Graph elements help communicate the data theme.
Framing helps viewers navigate space.
Dot grids lay out information systematically.
Graph elements help communicate the data theme.

We decided on three core elements that strongly communicated the data theme: dot grids, frames, and graphs. We tested various combinations of each core element and gathered feedback.

Concept One uses two core element dot grids and spacing, which allows the copy to shine. However, you lose the sense of data.
Concept Two uses all three core elements, dot grid, spacing and graphs. You achieve the sense of data, however, the copy is very hard to read.

As a team, we selected concept two because it more explicitly highlights data. However, we realized that we needed to bring up copy to improve readability. Here’s the final version:

Results

The Halo Effect campaign was 58% more efficient in driving purchases than a similar campaign we ran a year prior. We know there are multiple factors that impact purchase behavior — but we know our design work that showcased data contributed significantly to driving more purchases year over year.

Results

Content module