Developed within strict funding parameters as an online sales venture, Original Love Notes was built around nine collections of tiny cards with sweet sentiments to share with loved ones.
Starting with a general concept, ideation began on product development, fueled by user research.
I sought to understand how customers would interpret this unique, new product and how best to convey key points of use. I discovered no direct competitors, and began to build research from square one.
My initial discovery took me to the streets: I was living in Hollywood at the time, where there was always a wonderful variety of potential users literally walking around outside my door. After giving them samples of the prototype, I observed their reactions and emotions, and asked open-ended questions in search of broader use suggestions.
Brand development began at inception, and grew from the content of the product. I chose colors to echo the emotional tones of each collection, and used playful imagery and messaging from the product itself throughout the designs for consistency and clarity.
A total of 180 unique cards were brainstormed into themed collections with unique messaging, lettering, and imagery. Rich, high-key photography was employed for environment and product shots.
The sustainable paper packaging provided an opportunity to incorporate explanatory elements for a familiar concept but new product. Custom-built POP displays with hidden storage made it effortless for retail outlets to maintain and restock inventory.
Starting with small-scale production, operations quickly grew to demand outsourcing. Production guidelines were created for outsourced vendors, and Amazon fulfillment was integrated for shipping.
I optimized the customer journey via multi-channel ordering in public marketplaces and on the private website.
Built in WordPress and powered by WooCommerce, the website also serves as a data collection and marketing agent. Integrated MailChimp email campaigns were sent to customers based on preferences established as a website user.
Utilizing easy auxiliary fulfillment and global advertising, Original Love Notes’ product offering on Amazon soared to the top of the list for users within the first month and earned the “Amazon’s Choice” badge.
With a goal of expanding awareness and engagement, social campaigns worked toward customer interaction and brand recognition. Offering a consistent stream of gifts reinforced the company’s core mission, and customers were often rewarded with free products and online publicity.
With countless applications for Original Love Notes, the introduction to the brand required a bit of education. Instantaneous imagery shows examples of each collection and different ways to use the notes.
Echoing the purpose of the product in its most simplistic sense, Original Love Notes’ initial campaign reminds people to let their special folks know how important they are…with the help of a little love note, of course.
Questions? Ideas?
There’s plenty to talk about.
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