Role: Creative Direction, Strategy (Design: Jennifer Glasgow)
Chili’s core email program consisted of a weekly offer send with the main KPI being coupon redemption. Said coupons consisted of about 4-5 regular rotating offers, with a few special offers mixed in. Our objective was to find new and interesting ways to wrap creative around each send without relying on limited product photography—leveraging seasonality, relevance, and fun concepts to make the offers feel fresh.
This particular offer was somewhat of a special offer, but as it was centered around the choice of one of two seasonal lemonade drinks, and was the lowest dollar value offer of the program (with historically equally low redemption), this email was not expected to perform well.
The concept we landed on was to wrap the offer in a ‘quiz’, leveraging the popularity of Buzzfeed-style quizzes at the time. Users received one of the two drinks as their ‘lunchtime personality drink’, and this send netted one of the highest engagements of the half—including an 8x higher open rate and 15x more unique clicks than the previous send (and higher than expected redemptions).
