Airia Smart Scent
Digital Designer + Brand Strategist
Objective:
Strategy:
Impact: Website Redesign, Social Strategy & Content, Amazon Econtent Planning + Execution
The Airia proposition is a smart air freshener device that allows consumers to customize their fragrance preferences though a variety of scent cartridges and a paired app. As the brand grew and started targeting a launch on Amazon, my role was to own the end to end digital experience. This means creating targeted ads, re-vamping the DTC site, and creating all the e-content needed for a superior experience on Amazon.
DTC Website Redesign:
Strategic Intent: My in depth audit of the site revealed a cluttered site, with information repeated across information and low user engagement on two of the four pages. I worked to redo the structure of the site, eliminating the two under utilized pages and moving the relevant content to the main or the FAQ page. This not only reduced visual clutter from the header but also made the relevant information more accessible to users.
Impact: In user testing, consumers were able to navigate the site with less confusion, and even understood product usage better from the updated visuals.
Content Creation
Strategic Intent: Create content to test messaging and imagery to find the image and claim combinations that drive higher CTRs with consumers. Create video content to set the brand up for success as they look to advertise more heavily on social.
Impact: Led work with local agency Rooted Creative to shoot superior lifestyle content with SAG approved models to show consumers more lifestyle driven product benefits such as “safe around pets” and “set the mood for date night”. Worked with their team to align on intent, select and approve location, model casting and budget. Once we started using this lifestyle based imagery the click through rates on meta ads rose from 0.5% to 2.7%, more than 5x the previous imagery that the team had to work with.
Amazon E-Content
Strategic Intent: Create content that addresses consumer barriers to purchase, working off of shopper psychology principles. Test creative with consumers to better gauge consumer understanding and iterate on consumer preferred messaging. Build best in class digital principles to drive cohesion between the physical and digital assets.
Impact: Created all e-content for the Amazon launch of Airia including primary and secondary content, A+ content and the brandstore page. Acted as the point of contact with the Amazon team and worked closely with them to get feedback and optimize content, as the only digital designer in my current group.
Primary and Secondary Content
Amazon BrandStore Page
A+ Content