CB2’S PRE SUMMER SALE

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

For Memorial Day Weekend, CB2 needed 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 both design and messaging. Ultimately, the campaign needed to build excitement and urgency while still feeling premium. This meant balancing asseritve sale messaging with a look & feel that reinforced CB2’s aspirational POV.

Execution callouts:

  • Type lockups that translated across different touchpoints and at different sizes

  • LTO messaging that pushed urgency without undermining brand equity

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

  • Mid-campaign pivot to showcase top-performing SKUs to sustain engagement and reduce creative fatigue

Visually, we decided to lead with mood and seasonality to help tap into the emotional build that we feel, right before the summer season starts.

That provided a holistic framework for the visuals to be:

  • Dreamy and aspirational

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

  • Consistent with the CB2 brand

Outcomes:

  • 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.