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Tatcha, 360 DTC Campaign

2022 Friends & Family Sitewide Event

Role

Senior Digital Designer

Creative Director

Norito Enomoto

360 DTC Campaign

Summer 2022

Campaign Type

Major Yearly Sitewide Promotion

I. Overview

The campaign featured a compelling 20% promotional offer while leveraging the brand’s strong Japanese heritage to deliver a cohesive, conversion-driven strategy. Supporting an international rollout across the US, Canada, Europe, and Asia, the initiative employed an integrated, multi-channel approach spanning the website, email marketing, social media, and public relations to maximize reach and engagement.

II. Strategy

The campaign offered a compelling 20% discount while capitalizing on the brand’s strong Japanese identity to drive a cohesive, purchase-focused strategy. Supporting an international launch across the US, Canada, Europe, and Asia, it integrated a multi-channel approach encompassing the website, email marketing, social media, and public relations to maximize reach and engagement.

Creative Elements

Promotional Lockups

Creative Elements

Sampling of Campaign Visual Production

Campaign Overview

Landing Page Site Assets

Site assets for the Tatcha website encompassed high-impact homepage marquees, secondary and supporting placements, strategic marketing slots, category-level banners, and product detail page imagery, all designed to work together as a cohesive, conversion-driven system.

Preview/Launch
Wave 1: June 2022

Last Chance/Closing
Wave 2: July 2022

Product Listing Page Assets

PLP assets encompassed category-level banners, promotional modules, curated product groupings, and supporting visual elements, all designed to guide discovery, highlight key offerings, and function as a cohesive, conversion-driven shopping experience.

Launch/Promotion Focused

Gifting/Sets Focused

Preview
Wave 1: June

Launch
Wave 2: June/July

Last Chance
Wave 3: July

Product Detail Page Assets

PDP assets were designed to balance elevated storytelling with clear product education, guiding customers through key benefits, usage, and differentiation while reinforcing confidence to purchase and driving conversion.

Tatcha.com PDP Crops with DPA Overlay A

Tatcha.com PDP Crops with DPA Overlay B

Static Social Media

Designed to amplify engagement during key moments of the campaign, reinforcing priority messages and creative themes to capture attention, sustain momentum, and support both acquisition and retention goals across social platforms.

Animated Social Media Assets

Developed to set the cadence of the campaign, guiding audiences through each phase of the storytelling arc and signaling key shifts in message, momentum, and intent across the lifecycle of the launch, animated assets enabled a fluid progression of creative executions and were continuously optimized based on real-time performance tracking, allowing the campaign to pivot with agility.

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Paid Media, Programmatic Banners

Programmatic digital banners were developed in partnership with Sephora to extend the reach of the campaign across high-impact paid media placements, delivering consistent, co-branded storytelling at scale and driving awareness and consideration across the broader digital ecosystem.

Email Marketing

Email marketing assets were strategically developed to support the campaign lifecycle, leveraging performance insights and audience segmentation to deliver timely, relevant messaging. The program drove measurable gains in engagement and conversion by reinforcing key moments in the campaign, guiding customers through product education, and supporting both acquisition and retention objectives.