Digital Advertising Redesign
Showcasing the best in classic films and movie stars, Turner Classic Movies (TCM) is the convenient way to watch your favorite films uncut, and commercial free. After watching, head over to the TCM shop to buy your favorite films and official merchandise.
TCM was faced with the need to boost conversions and sales through their ecommerce site, as well as present a better brand experience. Alliance Entertainment collaborated closely with the TCM team to devised a comprehensive strategy that included redesigning their digital advertising and promotional email layout.
Working alongside TCM, my creative director and I consultatively addressed how each big and small design decisions would enhance the site.
For example, the new homepage provided ample promotional opportunities to inform and guide purchases. We wanted bolder typography, larger character graphics, and a discount burst to inspire customer engagement within every hero promotion. Buttons focused more on products, while the sale headlines were re-worked to emphasis the selling point. The color bars were also changed to teal to solidify the site structure.
TCM Home page Before and After
Similarly, we wanted the redesigned Sales page buttons to connect instantly with its targeted audience. The Big Red Bag button provided us a template, placing emphasis on bold, simple typography and a large graphic. Keeping with TCM’s color scheme, a variety of layouts were designed so elements would seamlessly fit within the composition for any scenario. Additionally, custom buttons were created for ongoing campaigns such as the Under $10 and Bargain Bin sales.
TCM Sales page Before and After
Additional Banners Examples
To complement the digital advertising, promotional emails were redesigned to match the new layout. Each email, however, would have different graphics and products to give variety to the campaign.
Rules for typography, colors and imagery were updated in the new style guide to reflect the new design layout.
Click arrows to view example style guide pages.
The new design layout was an instant success, doubling TCM Shop's consumer engagement. As a result, Alliance Entertainment’s contract was extended to continue managing the TCM Shop site.
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