Project: Faery Folk Email Campaign

Role: Creative Director

To promote our relationship with Amazon, an email campaign was developed to go directly to consumers. Formerly, we had sold wholesale only to retailers around the country. Our Amazon store front and ability to use them as our fulfillment house, allowed direct sales to consumers.

“DO YOU KNOW A FAERY?” campaign was a provocative concept. Adults receiving this headline in their in-box we suspicious enough to open the email. The double meaning was a possible liability, but I successfully used it to our advantage. I sent out one email for each doll, plus a “last chance” before Christmas email. Our average newsletter-open statistics were a staggering 35% in the fall of 2006!

View the full series of email promotions at original size.