ROOTS | October-December 2024
Driving Digital Success During Highest-Grossing Quarter
PROJECT SCOPE:
Brand Strategy
Campaign Strategy
Cross-Functional Collaboration
Market Research
Project Lead
UX & UI Design
Web Design
The Holiday 2024 season was filled with high-performing digital initiatives that drove engagement, enhanced the customer experience and supported key revenue moments. I led the strategy and execution for major web projects, including the Holiday Gift Guide, twelve curated gifting categories with shoppable hotspots, and the creation of an influencer landing page tied to personalized gift lists. Additionally, I translated an in-person PR event into a digital experience via a hidden QR-accessible landing page, extending the campaign's impact online.
This season encompassed our most important promotional quarter, including Black Friday, Cyber Monday, and Boxing Week, requiring tight coordination with cross-functional teams, fast-paced delivery, and ongoing optimization across platforms. From concept to delivery, I ensured that every customer touchpoint—from influencer content to curated gift experiences—was visually engaging, strategically structured, and conversion-focused. These efforts contributed to successful and measurable performance across digital channels during a highly competitive retail window.
View The Gift Lists
landing page.
Holiday Gift Guide:
Roots’ Holiday Gift Guide showcased curated seasonal categories with quick links by price point, gender, and theme, along with a dedicated Gift Services section to simplify navigation. E-gift cards were the top-performing feature, achieving a 10.3% click-through rate and driving 1,041 purchases totaling $85.6K in revenue. Standout sections included “Gifts for Her” and “Gifts for Saying Thank You.” Enhanced with clear CTAs and mobile-friendly design, the guide offered a seamless user experience and drove over $136K in total revenue across 145 sessions during the campaign period.
Holiday Gift Categories:
Twelve curated holiday gift categories were developed to streamline the shopping experience, including gifts by price and gifts by theme. “Pajamas for the Family” emerged as the top performer, generating $43K in revenue. To improve usability and engagement, interactive hotspots were implemented at the top of each category page, allowing users to click directly on featured imagery and be taken to corresponding product pages. This visual-first approach boosted product discovery and created a more seamless, intuitive browsing experience during the high-traffic holiday season.
Influencer Paid Media Activation – The Gift Lists:
This paid media campaign featured eleven influencers, each promoting personalized gift categories across their social platforms. I designed a central hub landing page that showcased all influencer content, along with custom creative and dedicated category pages tailored for each influencer. Sydney Hoffman was the top performer, generating over 90K sessions and $12.5K in attributed revenue. The campaign resulted in $16K in total revenue, with significant engagement from users across all channels. Through this initiative, we successfully boosted brand visibility, drove traffic, and increased conversions during the key holiday period. The integration of personalized influencer content and seamless shopping experiences played a critical role in its success.
PR Event - Anything Roots:
To support Roots’ holiday pop-up at The Well in downtown Toronto, I created a hidden landing page accessed exclusively through a QR code distributed during the event. The page featured curated holiday looks and a digital contest where guests could enter to win a Roots gift card. This activation bridged in-person and digital experiences, resulting in 419 sessions and 180 contest entries, while reinforcing seasonal brand storytelling and customer engagement.
