Zillow ‘What Moved Us’ Campaign

Role

UX Design, Visual Design, Art Direction

Platform

Figma
Photoshop

Deliverables

Landing Page
Email Campaign
Social Banners

Creative Team

Associate Creative Director: Claire Hartinger
Visual Designer: Jess Smolinski

Overview

In 2020 I collaborated with the Creative Services and Brand teams at Zillow to create a year-in-review campaign called What Moved Us. We pulled data from the Zillow site to find out what was trending among our users that year, and put together a list of quirky and fun statistics to share.

LAnding Page

The landing page was what all the other creative deliverables needed to be modeled after. We wanted to make sure that our assets were consistent in both design and messaging, despite having a large team, spread out across multiple departments, working on them. we outsourced the illustrations and worked closely with a team of motion designers to animate the illustrations.

Social Banners

The social banners featured statistics from the site, accompanied with the same playful illustrations.

Email Campaigns

While I was able to provide feedback and direction on the landing page and social assets, the area where I took lead was in creating the email campaigns.

Design Exploration

We knew that we’d want a solo, fully dedicated email campaign for What Moved Us, but that we’d also need to mention it in other marketing campaigns. This meant designing various sizes and placements as well as adjusting the amount of content we could pair with the visuals. I worked with the Lifecycles Marketing team to discuss placement options as well as hierarchy of information.

A/B Testing

Because we had several campaign designs and modules, we wanted to test out which performed better. We also wanted to test the use of a gif animation in the hero module, as it wasn’t something that Zillow had done often in the past. In the designs below, you’ll see the differently sized modules that we tested, from simplistic treatments of an illustration stacked next to copy, to full-bleed illustrations with the copy laid over top. We also tried to mirror the landing page as much as possible in the fully dedicated email on the far right, but obviously had to shorten up the content and provide more of a highlight where users could click through to see the full version.

Testing the animated design versus the static design showed us that our users tended to click more on the animated version, likely because it was more eye-catching.