A clearer path from “someday” to serious inquiry.
Buyer insight, five creative directions, and a conversion-focused Black Friday journey.
My role Research, positioning, copy, creative direction & testing strategy · 2026
- Audience & competitor research
- Campaign positioning
- Five advertising concepts
- Landing-page mockup
- Lead qualification & A/B/C test plan
Behind the work
The motivation is emotional. The decision is practical.
The challenge
The assignment was to develop a Black Friday campaign that could generate qualified inquiries for new hot tubs. Existing advertising leaned heavily on clearance savings. I saw an opportunity to make the ownership experience desirable while making a substantial purchase easier to understand.
What I looked for
I reviewed the retailer’s specials page, active Canadian Meta ads, competitor messaging, and supporting consumer research. Relaxation, time together, and winter use supplied the emotional reasons to consider a tub. Price, model choice, setup, and ongoing care were the practical questions standing in the way.
The strategic choice
I organized the campaign around three jobs: create desire, build confidence, and give buyers a reason to act. The USP brings local guidance together with model savings and a separately stated startup bundle. It gives a shopper something more useful than another large discount claim.
The campaign USP
“Shop Beachcomber Cranbrook this Black Friday with confidence, local guidance, LEEP model savings, and a $1,800 Care Free Start Up Bundle included.” This is the assignment’s proposed offer wording; terms and bundle value need retailer confirmation before campaign use.
Five ways into the same decision
Everyday Escape uses mental imagery. Winter Contrast makes outdoor use feel inviting. Clearer Offer separates savings from bundle value. Choosing Confidently reduces the decision to space, seating, and budget. Local Support addresses uncertainty after the sale. Each concept has a different psychological entry point, with a consistent offer and next step.
The conversion journey
The proposed landing page carries the theme, dates, and offer through from the ads. The form asks whether someone is buying a first tub or upgrading, and when they intend to buy. Local support and purchase FAQs address hesitation. The goal is a useful pricing conversation, with enough context for the sales team to follow up.
What I would measure
The A/B/C plan compares confidence, lifestyle, and discount messaging while holding audience, budget, placements, and landing page consistent. The primary decision measures are qualified pricing inquiries and cost per qualified lead, supported by lead-quality and follow-up review. Confidence messaging is a hypothesis for stronger buyer quality, not a winning result.
Takeaway
The creative and the conversion path need to answer the same buyer questions. A more useful lead is a better goal than a cheaper click.
Context & evidence
Completed paid hiring assignment; campaign not launched. No performance data. The supplied PDF discloses AI-assisted illustrative ad concepts and landing-page mockup, with human-led strategy, copy, review, and selection. Kayla confirms public display is permitted. Product imagery, offer terms, and testimonial use would still need retailer approval before an actual advertising launch. These are supplied concept visuals, not approved product photography.
Beachcomber campaign PDF, pp. 1–13.