I created a digital marketing campaign for GO Outdoors’ "Countdown to Summer" campaign, focusing on families trying camping for the first time. Using consumer personas, I developed website billboards and email marketing assets. The campaign highlighted GO Outdoors' affordability and store card benefits, making outdoor adventures accessible for all customers.
My Role
Digital Designer
Software
Illustrator, Photoshop & Figma
As someone passionate about the outdoors and technical gear, I was excited to lead the digital marketing campaign for GO Outdoors’ "Countdown to Summer" initiative.
About the Brand
GO Outdoors, part of JD Sports Fashion plc, is the UK’s go-to retailer for outdoor gear. From camping and hiking to cycling, climbing, and fishing, they provide everything outdoor enthusiasts need. Their extensive range includes tents, waterproof clothing, footwear, and accessories that cater to everyone—from first-timers to seasoned explorers.
Campaign Development
Using the Spring 2024 product catalogue, I created detailed consumer personas to understand how different audiences define "Countdown to Summer." This insight guided the selection of stock imagery and product groupings, leading to four distinct categories:
Countdown to... picnics
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Countdown to... adventure
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Countdown to... clothing
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Countdown to... family time
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Focus: "Family Time"
I chose to focus on the "family time" persona, which reflects a key demographic for GO Outdoors—families new to camping. These customers want to experience outdoor adventures without a big initial investment, making GO Outdoors' store card and affordable pricing perfect for them.
Deliverables
For this campaign, I developed a range of digital assets:
By focusing the campaign around family-oriented messaging, the digital assets effectively conveyed the value of accessible, affordable outdoor experiences.
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