Context

iRobot wanted to integrate their upcoming global paid campaign into the global owned channels to create a cohesive throughline user experience.

Problem statement

Global advertising campaigns for iRobot were very successful but that success was relegated to ATL paid channels only. To make the most use of advertising dollars, these campaigns needed to be distilled and distributed for proper integration into the global owned channels.

Solution

I determined the key to success in this project relied on working closely with the Global Paid Marketing team before they briefed in the assets to the agency. Over several regular meetings I sought to understand the paid campaign goals, user research, and messaging strategy. In turn, I created and communicated the digital owned channel assets and content needs.

To create the integration strategy, I mapped the user journey from paid ads to the iRobot web, email, Amazon and retail channels. My focus was to create a seamless transition for users regardless of which paid channel they were referred from.

Some of my considerations were where to land users, how to adapt messaging from ATL to BTL to better meet UX standards, the placement of various campaign assets to keep users moving through the path to purchase, and how to customize landing pages to align with referrals. Once the campaign assets were received, I graphed and optimized the messaging for character count, better clarity and less jargon within BTL experiences.

Tools	Methods	Inputs
Figma	Wireframing	Legal
Confluence	Content mapping	Creative services
WorkFront	UX writing	Paid media team
Adobe XD	Design reviews	Localization team

Result

The paid and owned campaigns launched in unison across markets with all assets in my GTM toolkit legally compliant, localized, and sized to meet the needs of each region and owned channel.