Carlos Ambia

Falabella — A unique voice for marketing campaigns.

Falabella — Una voz única para las campañas de marketing

Falabella is one of the leading online and offline retail products companies based in Latin America.

Falabella es uno de los líderes en retail y comercio electrónico en Lationamérica.

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Project

In 2017 Falabella.com was redesigned and we had the responsibility to align every marketing campaign with the new visual experience principle and, at the same time, acomplish ours KPIs. The company needs a style guide that allows businesses to create unique experiences for the 11 different categories.
Process

I worked with the creative agencies and in-house design team understanding every campaign in terms of aestetics, categorie, custommers and goals. Then we established a style guide for futures "landing pages" of campaigns based in a modular system.
Results

Our styleguide that boost the productivity of the team at least in 200% in new landing pages comparing to the last year

The design area was more involved in the process of the creativity of the biggest campaigns of the year. We deleted the little gap between the marketing team and the e-commerce design team sharing valuable knowledge every campaign.

We allowed every brand campaign to have its own voice that leads the conversation with consumers/users. The new style guide accomplished the commercial objectives of the electronic store in an efficient way.

Involvement

Head of Design
Client

Falabella
Date

2017 - 2018
Team

Milagros Ayala, Becky Fernandez, Carlos Pachas, Nicolle Fuentes
Toolbox

Skills

Art direction
User Interface Design
Guidelines Documentation

mas zapatos en tus manos

The first 100% ecommerce campaign

Falabella.com set out to be the leading brand in electronic commerce for the women's footwear category. The campaign was communicated by television, press, radio, outdoors and social media towards falabella.com.

The results were satisfactory. The sale compared to the previous year doubled and the brand managed to position itself in the "top of mind" of the category.

Other Campaigns

We worked in more than 100 landing pages in 2017. 5 times more projects than the past year.

A new bundle of modules driven by every necessity

We learned about the goals of every campaign and decided to design new modules that acomplish every goal being consistent with the new visual style.

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I'm trully satisfied to learned how to ideate, create and manage a design system. It has been a challenge to work on marketing campaigns with an e-commerce approach..