Retail MARKETING
Retail MARKETING
Case Study
OVERVIEW
Graceway Supermarkets wanted to increase participation in its annual Mother's Day raffle while strengthening customer engagement during one of the year's most competitive retail seasons. Building on an established campaign identity, I developed the social media strategy and designed an integrated collection of digital and in-store marketing assets that created a cohesive customer experience across each touchpoint.
Graceway Supermarkets wanted to increase participation in its annual Mother's Day raffle while strengthening customer engagement during one of the year's most competitive retail seasons. Building on an established campaign identity, I developed the social media strategy and designed an integrated collection of digital and in-store marketing assets that created a cohesive customer experience across each touchpoint.
Case Study
OVERVIEW
Challenge
Mother’s Day is one of the most competitive retail seasons, with brands competing for attention in a crowded promotional landscape. The challenge was to develop a 28-day integrated campaign that would stand out through local relevance while driving social media engagement and raffle participation. The campaign also needed to maintain a cohesive visual identity across digital and in-store touchpoints.
my role
▸ Campaign strategy & creative direction
▸ Social media content design
▸ Print & in-store design
▸ Social media management
STRATEGY
CONTENT STRATEGY
The campaign was designed to feel more like a conversation than a series of promotional messages. Rather than relying solely on giveaway-focused content, I incorporated engagement-driven posts that encouraged audiences to reflect on and celebrate their own mothers, creating an emotional connection while keeping the raffle top of mind. I also wove familiar local expressions into the copy to make the messaging feel authentic and relatable to the Turks & Caicos audience.
CREATIVE DIRECTION
The visual direction centered on maternal warmth and tenderness, using soft gradients, floral-inspired textures, and a warm pink palette to create an inviting, feminine aesthetic. These elements were carried consistently across digital and print assets, creating a cohesive campaign identity across social media, in-store signage, and print advertising.
Left: Floral promotion poster designed to extend the Mother’s Day campaign identity into the in-store experience.
Right: Social media content spanning raffle reminders, Mother’s Day gift ideas, and gift card promotion for Instagram and Facebook.
Top: Floral promotion poster designed to extend the Mother’s Day campaign identity into the in-store experience.
Bottom: Social media content spanning raffle reminders, Mother’s Day gift ideas, and gift card promotion for Instagram and Facebook.
Deliverables
▸ Hanging banners
▸ Pull up banner
▸ Shelf talker
▸ Posters (A1, A2, Letter Size)
DIGITAL
▸ Social media calendar
▸ Instagram and Facebook feed posts
▸ Instagram engagement stories
▸ Social media profile image
Cohesive in-store marketing materials designed to maximize campaign visibility and create a seamless promotional experience.
Instagram stories designed to establish connection and drive engagement.
IMPACT & TAKEAWAY
The Mother’s Day retail campaign maintained audience engagement through to the conclusion of the promotion, with the final winner announcement garnering:
1.1K Reach
249 engaged users
242 clicks
22.8% Engagement rate per reach
This project reinforced the value of looking beyond the promotion itself to create a more meaningful customer experience. By balancing promotional messaging with emotional appeal and maintaining a consistent visual identity across touchpoints, the promotion demonstrated how strategy and design can transform a simple giveaway into something more engaging and memorable.