Eddie Bauer
Online marketing was evolving from static creative to video-based and dynamic content, and Eddie Bauer’s creative was still purely static. As a web designer on a team of five, I had the motion and HTML knowledge to change that. I proposed bringing dynamic content into our creative pipeline across email, Google Ads, and paid social.
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1 min read
eddie bauer
Online marketing was evolving from static creative to video-based and dynamic content, and Eddie Bauer’s creative was still purely static. As a web designer on a team of five, I had the motion and HTML knowledge to change that. I proposed bringing dynamic content into our creative pipeline across email, Google Ads, and paid social.
building a dynamic pipeline
For the first test, I designed an HTML5 ad for the Charly Anorak, which launched with four new colorways that year. On a timed loop, the ad swiped through each colorway while the background color changed to match. Unlike a static ad, the subtle motion grabs attention and lets shoppers see every new color option in a single instance. I chose the annual spring rainwear campaign for the test because it was a dependable baseline, so any change from the new format would be clear to see.
Introducing a new type of deliverable meant discovering a new set of constraints. My files were exceeding Google’s 5MB package limit, so I first revised the team’s shared Photoshop export settings to compress the creative. Next, I worked with Marketing Managers and Engineering to identify what the existing pipeline needed to handle the new format. Those lessons paid off in the summer “Why I Hike” campaign, where I restructured the asset setup and worked with Photography to source lower-res images to keep files small. The rainwear test established a repeatable workflow that scaled from a small seasonal test to one of the year’s biggest campaigns.
outcomes & reflections
After the first test campaigns, requests for HTML5 ads grew, and I was brought onto the summer “Why I Hike” campaign to help ideate on social creative. I went from executing assigned work to being trusted, for the first time, with a major campaign. I introduce change the same way now: start small, build the workflow that makes it repeatable, and let the work make the case.
