Lead Campaign Designer
ClearScore
Seasonal campaign ecosystem
CRM, paid ads, app store variants, social

Campaign · Seasonal · Systems · Performance · Marketing

May Exclusives 2024

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May - Summer 2024

Project role
Company
Scope
Channels

ClearScore’s seasonal marketing playbook refined and scaled through reusable frameworks that boosted performance and set a precedent for future launches.

May Exclusive is ClearScore’s flagship seasonal campaign, designed to drive urgency, anticipation and strong acquisition during a key performance window.

The challenge was to deliver a high-impact campaign that felt distinct and time-sensitive, while maintaining trust and clarity within a financial context. It needed to scale across CRM, paid, social and app store placements without losing momentum or coherence.

Beyond performance, the goal was to refine a repeatable seasonal framework that could be reused and evolved for future launches.

Challenge

My Role

I led design across concept refinement, campaign playbook development and execution across all marketing touchpoints.

This included defining the visual rhythm, promotional hierarchy and reusable layout system that allowed the campaign to scale efficiently while maintaining a strong, recognisable presence.

Approach

The campaign was built around urgency and exclusivity, using bold promotional hierarchy and simplified benefit-led messaging.

To support scale, I structured the campaign into layered formats:

  • High-impact hero placements to drive awareness and immediacy

  • Modular mid-tier assets for social and paid formats

  • Lifecycle-driven formats to reinforce conversion and retention

This ensured the campaign could feel cohesive while adapting to varying attention spans and placement constraints.

Implementation

Rather than designing isolated assets, I created a campaign playbook that could flex across formats without losing its core visual identity.

This included:

  • Defined headline hierarchy for promotional messaging

  • Repeatable layout structures adaptable to multiple aspect ratios

  • Clear rules for balancing urgency with financial credibility

Framework-Led Execution

Delivered assets across CRM, paid media, social and app store placements, ensuring consistent visual language and promotional framing across the entire funnel.

Multi-Channel Rollout

App Store Integration

Created seasonal app store variants aligned with campaign messaging to strengthen acquisition continuity from ad to store listing.

Outcome

May Exclusive 2024 became ClearScore’s strongest summer campaign to date, delivering a 15% increase in revenue and a 6% increase in registrations year-on-year.

The framework developed for the campaign has since informed future seasonal activations, establishing a scalable promotional model.

Reflection

Seasonal campaigns succeed when urgency is structured rather than improvised. By designing a repeatable framework instead of one-off creative, the campaign balanced performance, consistency and long-term scalability.