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Client: Bel Lefosse Design is a small creative business selling original artwork and print design services online.

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Challenge: I was asked to create a couple of emails promoting her Black Friday Sale. As a small business, these kinds of sales are crucial. However, one of the brand's core values is sustainability, and she was concerned about the whole concept of Black Friday and its impact on the environment.

 

Solution: I recommended rebranding her sale as Green Friday to shift the focus from consumerism to sustainability. I also recommended she partner with 8 Billion Trees - a social enterprise that plants trees across the world - by committing to plant one tree with every print sold.

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Sales increased by 600%. The emails had an average open rate of 45% and a click rate of 16%.