Michelle Strittmater

the

project

Developed a copy tone that could be used across channels for the DICK'S Holiday campaign that both invoked the emotion of the season and drove business for deal-seeking shoppers.

Created a tactical copy matrix with event names, promotions, and approved headlines that other writers could utilize throughout the season.

Holiday Catalog

Catalog copy and design set the tone for the 2020 campaign.

Holiday Catalog – Services Page

Holiday Catalog

Holiday Catalog

Holiday Catalog

Holiday Catalog

Email and Promotions

Developed event names and support copy that excited deal-seeking customers in email and other digital channels.

The two-month campaign required refreshing copy to maintain engagement and drive traffic to the website.

Direct Mail

The Black Friday booklet launched the promotional arm of the campaign with the goal of highlighting key products and big savings.

Black Friday Direct Mail – Front and Back Covers

Black Friday Direct Mailer – Interior

Text and Mobile Push Notifications

MMS and mobile push notifications sent throughout the campaign promoted the gift guide, TV commercial launch, and biggest offers.

Digital

The campaign stretched across streaming radio, organic and paid social, and display ads.

Created ad copy and the radio script for Pandora and Spotify placements.

Display and Social featured top deals, key products for the season, and Pinterest also promoted gift guides.

Pandora Ad

Organic Pin

Organic Pin

Michelle Strittmater

DICK’S Holiday Campaign

Multi-Channel Copy Strategy