Overview

Graceway Supermarkets wanted to increase participation in its annual Mother's Day raffle while strengthening customer engagement during one of the year's most competitive retail seasons. Building on an established campaign identity, I developed the social media strategy and designed an integrated collection of digital and in-store marketing assets that created a cohesive customer experience across every touchpoint.

My role

  • Developed the social media campaign strategy and content rollout

  • Designed all campaign assets across social media and print

  • Managed the social media rollout to maximize reach & engagement

Challenge

Mother's Day campaigns are highly competitive in the retail sector, making it essential to capture attention while creating an emotional connection with shoppers. The challenge was to develop a campaign that felt personal and locally relevant, while encouraging participation in the giveaway, and maintaining a warm, recognizable visual identity across both digital and in-store experiences

STRATEGY

CONTENT STRATEGY

This campaign centered around a Mother's Day giveaway, so I wanted the social media content to feel more like a conversation than a series of advertisements. Rather than focusing solely on promoting the giveaway, I planned a mix of engagement-driven posts that encouraged followers to reflect on and celebrate their own mothers. This approach helped create an emotional connection with the campaign while keeping the giveaway top of mind. I also incorporated familiar local expressions throughout the copy to make the messaging feel authentic and relatable to the Turks & Caicos audience.

CREATIVE DIRECTION

The visual direction was designed to reflect the warmth and tenderness associated with Mothers while maintaining consistency across every customer touchpoint. I used soft gradients, floral-inspired textures, and a warm pink color palette to create an inviting and feminine aesthetic. These design choices were carried across both digital and print assets so that customers would immediately recognize the campaign whether they encountered it on social media, in-store signage, or printed advertisements.

Deliverables

Carousel posts used to ensuring the campaign provides value to customers, not only ask for their participation.

PRINT ASSETS DIGITAL

  • Hanging Banner

  • Pull-Up Banner 

  • Posters (A1, A2, Letter Size)

DIGITAL ASSETS

  • Social media strategy 

  • Instagram and Facebook feed posts

  • Instagram Stories posts

  • Campaign profile image

Rather than publishing promotional content all at once, I planned the campaign as a phased content rollout. Each stage had a distinct communication objective designed to build awareness, encourage participation, provide value, and maintain momentum throughout the campaign.

Instagram Stories - Series of weekly story posts to encourage customer engagement as well as keep the campaign visible

Caption: something about closing out the campaign with a visual that strengthens trust and community.

WHAT I LEARNED

This project reinforced how thoughtful campaign planning can strengthen even a relatively simple giveaway. By balancing promotional messaging with emotionally engaging content and maintaining a consistent visual identity across every touchpoint, I saw how strategy and design work together to create a more memorable customer experience.