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Tatcha, 360 DTC Campaign

Friends & Family,
a total sitewide takeover.

Role

Senior Digital Designer

Creative Director

Norito Enomoto

360 International Campaign

Summer 2022

Campaign Type

Major Yearly Tentpole 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.

Campaign Offering

Promotional Point Lockups

Campaign Elements

Sampling of Visual Production

Campaign Creative

Tatcha.com, 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.

Messaging Phase: Early Access/Retention Focused
Wave 1: Early May

Messaging Phase: Promotional/Innovation, New Produts
Wave 2: May

Messaging Phase: Closing/Last Chance
Wave 3: Late May

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.

Target: Moisturizer Lovers

Target: Make-up lovers

Target: Innovation Seekers

Target: Make-up & SPF Rituals

Target: Travel Lovers

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.

Placement: Tatcha.com PDP Crops with DPA Overlay A

Placement: Tatcha.com PDP Crops with DPA Overlay B

Social Campaign

Static/Lightly Animated Assets

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.

Focus: Coming Soon, Early Access
Versioned: Meta (FB, IG)& TikTok

Focus: Gift Sets, Value Savings
Versioned: Meta (FB, IG)& TikTok

Focus: Hero, Aquisition Focused
Versioned: Meta (FB, IG)& TikTok

Focus: By the Category
Versioned: Meta (FB, IG)& TikTok

Focus: Innovation, Latest Products
Versioned: Meta (FB, IG)& TikTok

Focus: Secondary Hero, Aquisition Focused
Versioned: Meta (FB, IG)& TikTok

Focus: Makeup Rituals, Value Savings
Versioned: Meta (FB, IG)& TikTok

Focus: Sunscreen, Value Savings
Versioned: Meta (FB, IG)& TikTok

Focus: Value Proposition, Campaign Differentiation
Versioned: Meta (FB, IG)& TikTok

Animated/Highly Edited 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 Campaign

Programmatic Ad Banners

Programmatic digital banners were developed 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.

Ecomm Campaign

Email Marketing Assets

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.