Oakley gained the ability to customize many of its products based on buyer preferences in color and iconography. We ideated and launched a full email campaign to inform and entice the company's loyal customer base.
02 — Creative process
Visually, my design colleague Chris Welch (ex-Google, now at Facebook) determined showing customized Oakley products was virtually mandatory. I decided the accompanying copy should put customization into the context of Oakley's brand pillars of individuality and self-determination.
While email metrics were still hard to come by in 2011, the Oakley Custom campaign has remained a key component of the company's go-to-market strategy for almost 15 years.
