Case Study: State of Cross-Channel Marketing 2024
Case Study: State of Cross-Channel Marketing 2024
CLIENT
MoEngage
DELIVERABLES
Style and Design Concept
Report Design
Assets for Landing Page
Social Media And Email Banners
Video Ads
Webinar Assets
Presentation Deck
ABOUT MOENGAGE
Founded in 2014, MoEngage is a company, headquartered in San Francisco, California, US, with offices in Europe, South Asia and South America. MoEngage is named a Strong Performer in The Forrester Wave: Cross-Channel Marketing Hubs, Q1 2023. Recognized as a “Customer’s Choice Vendor” in the 2022 Gartner Peer Insights and Mobile Marketing Industry Leader in G2 Spring 2023 Grid Report.
ABOUT THE PROJECT
MoEngage’s primary goal was to understand the mindset of digital marketers in the US regarding multi-channel, multi-touchpoint customer engagement. To achieve this, they decided to create a survey for gathering insights from marketing leaders, focusing on identifying pain points, challenges, and priorities for 2024. Following this data collection, MoEngage proceeded to produce various assets, such as a comprehensive report and webinar. Their objectives were twofold: firstly, to gain a deeper understanding of customer problems, industry trends, and current best practices in customer engagement, and secondly, to establish their brand as a domain expert and trusted leader among B2C marketers in the North American market. Given the scope of this project, MoEngage needed our assistance in designing everything from the report to event materials and beyond.
CHALLENGE
The company wanted to differentiate from the traditional seriousness of industry reports and create one with a more engaging look, which is why they chose to collaborate with Marketoonist™. When designing their Cross-Channel Marketing Project, our primary challenge was integrating their branding with Tom Fishburne’s distinctive style. This required striking a balance between professionalism and playfulness to resonate with their target audience.
OUR SOLUTION
To meet their needs, we designed a visual identity that combined their branding with the Marketoonist™ style seamlessly. Following MoEngage’s design guidelines closely, we added playful illustrations, icons, and elements inspired by Fishburne’s cartoon aesthetic to all project materials. From creating landing page banners and social media ads to designing webinar presentation decks and event materials, our team focused on maintaining consistency across all assets while ensuring they had a fresh and memorable appeal.
THE REPORT
We aimed to present their complex information in a clear, organized manner while ensuring the document is visually appealing and easy to digest. To achieve this, we included charts that provide visual representations of key data, making it easier for readers to understand everything at a glance. Our focus was on maintaining readability and clarity throughout the report, avoiding overwhelming readers while delivering comprehensive insights into multi-channel customer engagement strategies. This involved using MoEngage’s brand’s colors and fonts, along with incorporating playful cartoon elements to make the report engaging and accessible for everyone.
ASSETS FOR LANDING PAGE
Understanding the importance of making a strong, positive first impression, we designed various assets including a landing page banner and graphics, as well as an exit intent banner. For these designs, we blended a professional look with playful touches from the Marketoonist™ style. By incorporating these elements, we created visually engaging content that stood out from standard industry material. This approach not only enhanced the visual appeal but also aligned with the company’s goal of making the learning experience enjoyable and memorable.
SOCIAL MEDIA AND EMAIL BANNERS
We designed email banners and social media ads to promote the report. These assets featured MoEngage’s signature color scheme for brand consistency across all social media platforms. To ensure the report’s presentation was both accurate and engaging, we incorporated Marketoonist™ sketches once again. They added light-hearted humor for audience enjoyment and served as attention-grabbing elements, sparking curiosity about the report’s content.
VIDEO AD
A video ad was created to further pique viewers’ interest in the report. The decision came from the effectiveness of video ads in gathering higher impressions and driving increased social media engagement compared to static ads. This dynamic video featured sketches, playful animations, and lively music, resulting in an unconventional and captivating presentation that compelled viewers to seek out more information about the content.
WEBINAR
MoEngage made a webinar event promoting the report, for which we designed various elements including the webinar presentation deck, email and social media banners, and T-shirts. Recognizing the significance of T-shirts as ongoing advertisements we ensured the design was compelling enough for people to want to wear. By incorporating vibrant colors, the company’s logo, Marketoonist™ sketches to set them apart and engaging visuals, we aimed to create T-shirts that are not only appealing but also memorable for everyone who sees them.
PRESENTATION DECK
MoEngage needed a presentation to show the report (the reason for its creation, its contents) at the webinar event. That’s why we created a presentation deck. In it, we’ve outlined each point that the speakers will address in the clearest and least intrusive way possible, maintaining the same established style throughout the presentation.
INDUSTRIES BOOKLETS AND ARTICLE COVERS
For various industries MoEngage created booklets and article covers based on the report’s insights. The campaign’s goal was to analyze each industry, understand its market, and deliver enhanced results to clients. Designing these booklets presented a unique challenge: creating materials that were both similar enough to be recognized as part of the same campaign yet different enough to cater to each industry’s specific needs. To achieve this, we fallowed consistent guidelines across all booklets, incorporating charts and visual elements. However, we customized the visual elements and Marketoonist™ sketches to align more closely with each industry’s characteristics, making the content more relevant and engaging for its respective audience.
CONCLUSION
In conclusion, the design approach for MoEngage’s project integrated their branding with Marketoonist’s™ style, striking a balance between professionalism and playfulness. From landing page assets to industry-specific booklets, each component was designed to resonate with the target B2C marketers, enhancing the effectiveness of the campaign.
