WIXLIB

LOOKBOOK 2015Showcasing the LatestDigital Marketing Trends

INTRODUCTIONGreetings!Welcome to the sixth annual LookBook. If you recall, last year we featured–for thefirst time–examples of digital marketing achievements that went above and beyondthe world of email. It was a natural evolution, representing the undeniable truth thatbrands are creating and fostering seamless customer experiences across channelsand touchpoints.This year, we go a step further by showcasing truly out-of-the-box thinking andcreativity that transcends marketing channels. The 20 examples we’ve curated hereare reflective of not just best practices, but a movement even beyond best practices,indicating a maturation of digital creative into a strategic, conceptual effort. It’s atestament to the evolution of our industry.We hope you come away inspired to never stop challenging the status quo.Wacarra YeomansVice President,Creative Services, OracleMarketing Cloud@wac intoshACKNOWLEDGEMENTS:Special thanks to the team who madethis year’s LookBook possible: AliciaMcCarty, Glen Abrahams, Gloria Valadez,James Spence, Janice Kim, Jenny Drucker,Jonathan Riemer, Kathryn Alva, KevinPalmer, Kiersten Miller, Kirsten Smith, LisaHarmon, Lizette Resendez, Mark Kuroczko,Michael Posso, Nicholas Cantu, PatriciaMerck, Patrick Colalillo, Rachel Fisher, RickOverton, Roald Ansano, Ryan Smith, SteveOlenski, Tessa Clements, Timothy Yeadon,Tonja Stott, Vyoma Kapur and William Millar.

4 LookBook 2015LookBook 2015 5LIVING LARGEScrolldownUnorthodox Long Scroll Email MarketingDoes size matter? Well, to Everlane it does, and it works quite well. This unorthodoxlong scroll works like a charm as the beautiful, consistent and eye-catching photographynaturally pulls our gaze down the campaign, keeping us engaged, informed and, yes,entertained. The ultimate hat trick indeed.Scrolldown

6 LookBook 2015LookBook 2015 7EXPRESSING GRATEFULNESSThanksgiving Holiday Email MarketingIn contrast to the usual Black Friday and Cyber Monday selling frenzy, Patagonia takes an entirely differenttack and focuses almost exclusively on non-promotional content. Notably, their Black Friday messagefeatures a video of three adventurers valuing things they already own! Patagonia has gotten mediaattention for its views on expressing gratefulness around the Thanksgiving holiday, and these campaignssupport the sentiment and position Patagonia as a brand that’s true to its values.Email Message 1A Video of Three AdventurersEmail Message 2

8 LookBook 2015LookBookLookBook2015 2015 9 9SOCIAL AWARENESS MESSAGEForgoing navigation items and allowing their callto action message to push below the foldBlack Friday CampaignLaunched on Black Friday, this campaignmost assuredly stands out among others incustomer and prospect inboxes. Rather thanbombard us with yet another sales blast,Beats delivers a social awareness messagein a bright, bold, graphical format. Beatsflouts traditional best practices, forgoingnavigation items and allowing their call toparticipate in the fight against AIDS to pushbelow the fold, giving this message the realestate and significance it deserves.Scrolldown

10 LookBook 2015LookBook 2015 11Scroll down to the ultimate culmination of the finishedproductSENSE OF EXCITEMENTEmail Marketing EngagementIf you build it they will come takes on a whole new meaning in this highlycreative email from LEGO. An undeniable sense of excitement builds as theuser scrolls to the ultimate culmination of the finished product.ScrolldownScrolldown

12 LookBook 2015LookBook 2015 13AN UNDENIABLE SENSE OF SUSPENSEStylish and Secretive EmailMarketingScrolldownJust when you thought there were no newapproaches to sale messaging, J.Crewinnovates with this stylish and secretive emailand landing page reveal. The simple, iconicblack and white design creates a strong “lessis more” graphical impression while the textgenerates an undeniable sense of suspense.What a smart way to increase click through!Landing PageSecretive Email MessageHORIZONTALLY-SCROLLING EMAIL MESSAGEThanksgiving Holiday Email MarketingThanksgiving is, of course, a holiday where food plays astarring role. However, reading is different than seeing! Thefolks at Schwan’s decided to lay out a table featuring sometruly mouthwatering turkey day classics. In this horizontallyscrolling email message, they do a beautiful job setting thetable with both photographic and illustrated elements.Scroll

14 LookBook 2015LookBook 2015 15CONTENT OVER PROMOTIONIMAGINATIVE EXAMPLEOnline MagazineHoliday MarketingDark Rye, the online magazine from Whole Foods Market, is afantastic example of the power of content over promotion. Thehorizontal format encourages scrolling through featured articles,videos, and more while delivering a rich customer experience.Surely not for the birds, this imaginativeexample from Anthropologie featuresanimation that’s spot-on for the brand. Theflying birds along with the gift unwrappingcreate the perfect level of suspense aroundthe sale specifics. Mix in holiday verbiage,like “jolly” and “wish,” and you get acharming example of out-the-box creative.1234Scroll

16 LookBook 2015LookBook 2015 17ScrolldownFUN SUMMER MESSAGEEmail Marketing with User-Generated ContentThis campaign from Warby Parker is an awesome example of the power ofuser-generated content, culling customers’ cool Instagram photos to produce afun summer message that feels just right for Warby Parker, a company that’sintroduced a welcome disruption to the entire optical industry!Scrolldown

18 LookBook 2015LookBook 2015 19Holiday Email andLanding Page MarketingEven if you didn’t watch The Fresh Princeof Bel Air, you’re likely aware of “theCarlton dance.” Starbucks infuses thispop culture classic into their sweepstakesmessaging and mixes it up with somequite cool scratch-off functionality in thisholly, jolly holiday email message andcorresponding landing experience.SCRATCH IT OFFScrolldownLanding PageSweepstakes Email MessageScratch-Off Email Message

20 LookBook 2015LookBook 2015 21LET’S TALK TURKEYOOPS! OR WOW?Thanksgiving EmailMarketingA brand giving thanks to itscustomers is nothing new. Whatis new, however, is the fowlmanner in which jetBlue goesabout it. Comparing their bird toa turkey is right in line with theiroffbeat brand voice–and it’s goodto know they’re not responsiblefor those who chose to fly aturkey home for the holidays.We’re also impressed with theelegant channel integration theyachieve by concatenating call-toaction and hashtag. Now that’stalking turkey.Email Marketing During the Scottish ReferendumHonest mistake or publicity stunt? Either way, Made got our attention with thesetwo email messages, sent out consecutively during the Scottish referendum.Email Message 1Email Message 2

22 LookBook 2015LookBook 2015 23PICTURES WORTH 1,000 WORDSOLD SCHOOLCinemagraph Technology CampaignHoliday MarketingThis engaging campaign from Jetstar features new cinemagraphtechnology, which uses still photographs and creates a video-likeexperience for the viewer and makes their screen come alive, literally.Marty McFly himself would givea thumbs-up to this uniqueemail and correspondinglanding experience from CodeSchool. The vintage Appleinspired design, mixed withthe unmistakable Back to theFuture imagery and text–“whiletampering with the space-timecontinuum is irresponsible atbest”–makes this campaignanything but irresponsible.Email MessageLanding Page

24 LookBook 2015LookBook 2015 25Custom Amount 5.15Total 5.15MAKING TRANSACTIONSA MEMORABLE EXPERIENCEFun and Innovative CampaignWho says transactional messages need to bestaid and boring? Not the folks at Square, whocreated this fun and innovative campaign thatleverages the feeling of a paper receipt, repletewith signature and smiley faces.Tom’s Taxi949-307-6936Things just got easier.AMEX 1006Now when you shop at sellers who use Square,11/13/2014, 10:36 AMyour receipts will be delivered automatically.#E8a5Learn more. 2014 Square, Inc. All rights reserved.1455 Market Street, Suite 600, San Francisco, CA 94103Square Privacy PolicyMap data OpenStreetMap contributorsNot your receipt?Manage preferences for digital receiptsTom’s TaxiHow was your experience?5.15 Custom Amount 5.15

26 LookBook 2015LookBook 2015 27Kinetic MobileEmail MarketingThe epitome of moving and grooving,this kinetically-themed email from B&Q is thefirst of its kind in the industry. An innovativeand pioneering approach provides engagementthrough a more immersive mobile userexperience, which allows users to tap devicescreens and interact within mobile emails.IMMERSIVELY ENGAGINGTap device screensand interact withinmobile emailsScroll

28 LookBook 2015LookBook 2015 29MAKING SHOPPING AN ADVENTUREUncommonly EngagingEmail MarketingScrolldownBest practices generally dictatethat we provide subscriberswith fewer choices, focusing ourmessages around a primary callto-action. However, reflecting amovement beyond best practices,UncommonGoods takes a, yes,uncommon approach in thischoose-your-own-adventureemail, including openly queryingwhether you’ve read The Perks ofBeing a Wallflower!ScrolldownScrolldown

30 LookBook 2015LookBook 2015 31Timely Engaging CampaignThe arrival of the latest iPhone is always a momentousoccasion. The folks at Photojojo show that they’re acutelyaware of just how big an event it is by sending an email the daybefore the new iPhone 6 was launched and on the day itself.Brilliant content strategy, with just the right amount of humor,makes for a highly engaging campaign.CELEBRATINGTHE MOMENTiPhone6 Eve Landing PageiPhone6 Eve EmailiPhone6 Launch Day Landing PageiPhone6 Launch Day Email

32 LookBook 2015LookBook 2015 33MARKETING IS NO JOKEHumorously Effective CampaignFrom bad friends to abandoned dogs to a promise to not “fillyour closet with garbage,” this work from Youcom is a brilliantlyexecuted testament to the power of humor in marketing.OPT-OUT MESSAGELet’s say that this dog is at Youcom.FRIENDS DAYGrazielle, are yousure that you wantto abandon it? If yes,click here. Change yourmind? Close this screenand come here to givehim a hug!Pre-Header:Pre-Header:Friends of friends come Welcome! Preparetogether to Youcom!yourself to discoverhow fashion can beHero:easy at Youcom.Hi Grazielle,Your friendship hasHero:no price, but here is aYES! WE HAVE YOU.coupon for you: R 20We promise thatfor you and R 20 forwe will not fill youryour friend.closet with garbage.Thank you for yourIf you go together tosubscription.the Praia de BelasYoucom and presentthis coupon until 16/7.Choose well whoyou will invite to takeadvantage of this offer.WELCOME 1WELCOME 2WELCOME 3Pre-Header:Welcome! Prepareyourself to discoverhow fashion can beeasy at Youcom.Pre-Header:Welcome! Prepareyourself to discoverhow fashion can beeasy at Youcom.Hero:YES! WE HAVE YOU.We promise thatwe will not fill yourcloset with garbage.Thank you for yoursubscription.Hero:YES! WE HAVE YOU.We promise thatwe will not fill yourcloset with garbage.Thank you for yoursubscription.

34 LookBook 2015LookBook 2015 35COOKING UP SOME BIG DEALSSide-Scroll Thanksgiving-Themed MarketingAmazon is literally serving up sweet deals with this side-scrollThanksgiving-themed concept. The use of electronics, appliances, andtools as main courses in place of traditional holiday fare is more thanenough for us to give thanks for this creative piece. And we love thetelevised Yule log animation!Scroll

ORACLE MARKETING CLOUDModern Marketers choose Oracle Marketing Cloud solutions to createideal customers and increase revenue. Integrated information fromcross-channel, content, and social marketing with data management andactivation along with hundreds of app and data partners enables themto target, engage, convert, analyze, and use award-winning marketingtechnology and expertise to deliver personalized customer experiencesat every interaction.Visit oracle.com/marketingcloudCopyright 2015, Oracle and/or its affiliates. All rights reserved.

whether you've read The Perks of Being a Wallflower! MAKING SHOPPING AN ADVENTURE Scroll down Scroll down Scroll down . 30 LookBook 2015 LookBook 2015 31 Timely Engaging Campaign The arrival of the latest iPhone is always a momentous occasion. The folks at Photojojo show that they're acutely