CASE STUDY
Church & Dwight: Illustrating Omnichannel Success
Client Brief
Church & Dwight approached me with an exciting challenge: create illustrations that visualize their omnichannel marketing strategy across four powerhouse brands. These visuals needed to reflect multi-channel marketing initiatives, enhancing visual storytelling in omnichannel marketing and guiding consumers through each brand’s unique customer journey mapping.
The Challenge | Visualizing Customer Journeys
Church & Dwight required illustrations that would capture each brand's strategy, guiding consumers from awareness to purchase across various touch points. Maintaining visual consistency across digital platforms and ensuring a clean, modern aesthetic was key. The goal was to communicate their cross-platform branding illustration approach, ensuring clarity and engagement.
AT A GLANCE
Challenge: Create omnichannel marketing illustrations for four brands (Batiste, Flawless, Nair, Viviscal) showcasing the customer journey and brand strategies.
Solution: Developed dynamic storyboards for each brand, highlighting key touchpoints like social media, in-store displays, and QR codes.
Batiste - brand strategy
Tailored Omnichannel Narratives
For each brand, I developed unique user journey artwork tailored to their omnichannel e-commerce illustrations needs.
- Batiste: I designed a kinetic visual timeline that seamlessly wove together digital illustrations for omnichannel campaigns. It highlighted online ads, social media buzz, and eye-catching in-store displays, reinforcing a clear customer experience illustration that resonated with a broad audience.
- Flawless: Moving beyond the "happily ever after" cliché, I focused on the pivotal purchase moment. This composition hinted at strategic social commerce artwork, influencer marketing, and targeted email campaigns. The result? A powerful advertising and branding art piece aligned perfectly with the brand's messaging.
- Nair: For Nair, customer journey mapping guided the illustration's flow. Elements were strategically positioned across focal points to navigate the omnichannel story, reflecting brand loyalty illustrations with an emphasis on diversity and inclusivity.
- Viviscal: This illustration dived into the in-store experience. Consumers clutching smartphones accessed real-time information through QR codes, showcasing the impact of omnichannel e-commerce illustrations. The visual emphasized cross-platform branding illustration principles, illustrating the dynamic interplay between digital and physical touch points.
Focus: Tailored visual narratives for each brand considering brand identity, target audience, and omnichannel approach.
Church & Dwight's Omnichannel Crescendo (Example):
- Increased retail media for brand awareness.
- College campus sampling via recess tour.
- In-store QR codes for seamless product information access.
- Live social media takeovers for customer re-engagement.
Flawless - social media engagement.
Nair - full omnichannel initiative.
Conquering Clarity
The greatest challenge? Balancing visual clarity while representing each campaign stage. Careful selection of key elements and thoughtful composition ensured every illustration conveyed the essence of Church & Dwight’s omnichannel marketing strategy. These visuals not only brought their campaigns to life but also reinforced brand loyalty illustrations and enhanced the customer journey artwork across platforms.
The final artwork effectively captured Church & Dwight’s multi-channel marketing approach, aligning with each brand's identity and driving engagement through strategic, compelling visual storytelling in omnichannel marketing.
Testimonial
"Completed a quick turnaround and illustrations came out beautifully!"
- Church & Dwight
Viviscal - in-store decision-making.