Swanndri
Client
Swanndri
Year
2023
Role
Lead Designer
Project scope
Digital Campaign Strategy, UX/UI Design, Conversion Optimisation
PROJECT INTRO
To celebrate Swanndri’s 110-year anniversary, we developed an interactive digital campaign inviting customers to help resurrect a heritage check pattern from the brand archives for a future collection release.
I led the UX and visual design direction for the campaign, creating a bespoke competition experience designed to drive engagement, grow Swanndri’s customer database and deepen community connection to the brand’s history and identity.
Challenge
The campaign needed to feel celebratory, sharable and distinctly Swanndri – balancing heritage storytelling with a more contemporary, digitally-driven experience capable of engaging both loyal customers and newer audiences.
Alongside increasing awareness around the milestone, the primary business goal was growing the brand’s subscriber base through a high-engagement lead generation campaign that encouraged participation, referrals and social sharing.
approach
We developed a bespoke microsite experience where users could browse and vote for their favourite archival check design to be brought back in a future Swanndri collection. Users had the opportunity to win a $500 voucher, naming rights for one of the new garments, and additional heritage prize packs.
To maximise reach and engagement, we incorporated referral mechanics that rewarded users for sharing the experience with friends, alongside a custom Meta filter that encouraged users to post interactive story content and showcase their preferred check design across social media.
The visual direction blended heritage-inspired design cues with a more contemporary digital experience – creating a campaign that felt nostalgic, interactive and highly participatory while remaining aligned with Swanndri’s established brand identity.
OUtcome
The campaign generated over 20,000 entrants and new subscribers, significantly expanding Swanndri’s customer database while driving strong social engagement and brand interaction throughout the anniversary period.
