Redbubble
Redbubble, a vibrant online marketplace, has empowered creators to showcase and sell their unique designs on a variety of products, from apparel to home decor, fostering a thriving community that celebrates creativity and individuality.
Redbubble was looking for something entirely different to drive engagement with their display campaigns. Historically, they’d relied on traditional programmatic display, allowing Google to draw imagery from their product feed.
Looking for greater customization, Redbubble wanted something inventive that centered their vast, artist-created inventory and would align with their vibrant brand identity.
Redbubble’s unique value proposition involves its products being designed and sold by artists like their customers. Their messaging centers on customization, giving customers creative freedom when choosing a product. I felt that interactivity would lend itself to this brand positioning.
I proposed creating rich media ad units using Google Studio that users could interact with, game-ifying their ad experience. After drafting three concepts, Redbubble decided to move forward with all of them.
Concept #1 gave users the option to complete an equation that combined their likes, ultimately producing a real-life product example.
Concept #2 involved expandable thirds that aligned with customers’ interests, containing relevant products within each.
+9%
click-through rate compared to similar statics
These interactive display ads generated a higher click-through rate than their static counterparts. Given the heavy lift and specialization to produce these kinds of assets, I recommended that we bookmark them for high-traffic events like Black Friday and Cyber Monday to meet customers when they’re already shopping.
Concept #3 touched more heavily on Redbubble’s value proposition of products designed and sold by individuals like the customer.