The Project
Contests this big aren’t a common occurrence at Heifer, which meant that a a new experience needed to be created on the site in order to accommodate it. The team wanted to mainly attract new monthly donors, but at the same time leave the contest open for existing donors as well. This meant that several different landing pages needed to be produced to give each of these groups a unique experience. Digital ads also needed to be designed to promote this contest using Google Ads.
Web Experience
The first thing I started on was working through how the experience would function on our site. Creating a user flow and wireframes helped me determine that a main landing page needed to be produced that emails, social media and the homepage could all direct to. From that point, the user could select wether they were a new or existing monthly donor. This placed them into a bucket where they would follow a flow depending on what they were. An additional opt-in checkbox also needed to be created for each of the forms, because existing forms built on the site did not include this.
Digital Ads
To attract as many new monthly donors as possible, I created static and animated digital ads to promote the contest using Google Ads. The creative used for emails and social media contained a map marker, and I decided to work that into my ads as well to make everything cohesive. To catch the user’s attention, I added movement to the map marker and made it look like it was traveling over the landscape in some of the animations.
