Summer Infant DSP Digital Ad Campaign
Company: Code3
Client: Summer Infant
Role: Designer
Platform: Amazon DSP
Goals
THE MAIN GOAL FOR THE CAMPAIGN was to create custom DSP ads that appeal to the pet owner audience who would be shopping for baby gates for their pets. This was a unique audience to Summer Infant because their main audience are parents shopping for baby items for their children. Since Summer Infant mentioned that they have a pet owner audience in the gate category, the DSP team at Code3 wanted to run ads directed towards that audience to take advantage of the opportunity.
Approach
I worked within Summer Infant’s brand guidelines to make sure the look and feel is consistent with their brand look. That way the customer has the same brand experience throughout their journey from upper funnel ads to lower funnel PDP pages.
DSP ad design needs to be flexible and simple, but still communicate value to customers. I felt that using a lifestyle image of the product in use would be the most impactful to customers. By using an image of a pet next to a Summer Infant gate, the audience immediately understands what the product is and the value it can bring to the pet gate audience. With such a strong lifestyle image, I was able to keep the ad design simple with a straightforward tagline and flexible composition that can easily transition across different ad sizes.
Final Thoughts
The ad design worked well within the DSP ad constraints. When it was needed I was able to adjust the design for additional DSP ad features, such as removing the tagline to create space for auto generated taglines created by the DSP ad platform. Since the design was simple, but strong enough to still be interesting to the viewer, there was enough buffer space to fit whatever CTA or tagline that was needed for ad audience optimization.