CB2’S PRE SUMMER SALE

Building an effective campaign look & feel for one of CB2’s largest events of the year.

For Memorial Day Weekend, CB2 wanted a promotional campaign that didn’t come across like a discount blast.
That said, the promotion needed to drive traffic and increase conversions on high-value outdoor and indoor furniture categories during a normally competitive seasonal window.

The brand’s audience expects an elevated perspective across what they see and read. Ultimately, the campaign needed to build excitement and urgency while still feeling premium; balancing assertive sale messaging with a mood that reinforced CB2’s aspirational POV.

Execution callouts:

  • Type lockups that translated across different touch points and at different sizes

  • LTO messaging that pushed urgency

  • Animated assets for SMS to boost CTR and break inbox clutter

  • Mid-campaign switch to showcase top-performing SKUs to carry engagement and reduce creative fatigue

Visually, we lead with aura and seasonality to help tap into the emotional build that’s felt, right before the summer season starts.

That provided a framework for the visuals:

  • Dreamy and aspirational

  • Flexible across email, SMS, paid + organic social, ecomm landing pages, and physical signage

  • Consistent with CB2’s brand

Outcomes:

  • The sale outpaced past seasonal campaigns, with email engagement exceeding week-over-week averages.

  • Leading with ‘vibey’ lifestyle imagery increased email CTR and drove higher traffic to the sale landing page, reinforcing the effectiveness of an aspirational, mood-first approach over product-forward creative.