In 2020 I was hired by EE Mobile as a Content Designer in a collaborative agile design team.
Our main challenge that year was to deliver EE’s Black Friday and Christmas campaigns. Sales targets were ambitious: together, these campaigns were expected to make around 1/3 of the whole year’s sales.
The main problem was having to rely on other teams to deliver their contribution on time. Which they didn’t! Brand were very late with their visual and copy style guides. Device partnership managers were very late with their promotion details and assets.
And we knew that we’d need time to meet regularly, work alongside and come to agreement with a long list of stakeholders including Trading, Devices, SIMO, PAYG, Brand and Legal.
Our strategy was to do as much work on the Xmas campaign as we could before we even started on Black Friday. This meant that we could finish off Xmas once Black Friday had gone live.
In the end we delivered two magnificent campaigns. Despite the pressure on us to deliver sales, we retained a complete focus on the user from the beginning, making it as easy as possible for users to find the bargain they were looking for.
And the results took all of us by surprise. Orders for Black Friday were up 71% on the previous year and conversion was up 41%. Black Friday itself was the most successful day ever for EE Digital.
EE Mobile Black Friday 2020 - homepage
EE Mobile Black Friday 2020 - Black Friday landing page
EE Mobile Black Friday 2020 - Samsung page
EE Mobile Black Friday 2020 - Shop page
