A curated landing page designed to guide shoppers quickly to the right gift categories while maintaining a festive, brand-aligned experience.
KAY Outlet Ultimate Holiday Sale Campaign
Objective
Lead the design and execution of the 2022 Holiday campaign for KAY Outlet, supporting the brand’s highest-traffic and highest-revenue period across email and site experiences.
This campaign spanned web, email, social, and display with full ownership from concept through execution.
Solution
I designed the full holiday campaign creative and served as the developer for all corresponding site updates. This included building and updating site components using HTML, CSS, and JavaScript within SmartEdit, the brand’s CMS. I also coded the full set of holiday email campaigns using vanilla HTML, Sailthru, and moveableInk, ensuring consistency across design, development, and deployment.
Results
Compared to the previous fiscal year’s holiday gift guide (FY22), the FY23 gift guide landing page achieved:
- +569% increase in page visits
- +532% increase in revenue
- +20% increase in conversion rate
These results reflect the performance of the holiday gift guide landing page year over year and supported overall holiday engagement during the campaign period.
Reflection
Owning both design and development allowed for faster iteration and tighter execution during a high-pressure campaign. This project reinforced the value of hands-on technical involvement when delivering complex, time-sensitive work at scale.
Year
2022
Client
KAY Outlet
Project Type
Digital Design Email Design Front-End Development Social Media Web Design
Role
Designer, Developer
Tools Used
XD SmartEdit Sailthru MoveableInk HTML CSS JS
Holiday Gift Guide
Social Campaign Support
Instagram Story designs extending the holiday campaign into social, maintaining visual consistency while optimizing for fast, mobile-first engagement.
Holiday Sale Homepage
The primary holiday homepage design, balancing promotional urgency with clear product hierarchy and seasonal storytelling.
Black Friday Takeover
A one-day homepage takeover built for speed and impact, adapting the holiday campaign into a high-urgency Black Friday experience.
Display
Display ad designs from the holiday campaign, shown here with one example from the main sale and one adapted for Cyber Week. Both treatments maintain campaign continuity while adjusting messaging and urgency for their respective moments.
Email Campaign & Cadence Strategy
I owned the entire holiday email channel including cadence planning, content selection, and send timing. Emails were coded in vanilla HTML and deployed through Sailthru with performance monitored to inform adjustments throughout the season.
Examples shown below represent a broader holiday email cadence.
