Kate Spade New York made sure to have the holiday season all wrapped up, and in doing so that helped hike last year’s e-commerce sales by 11 percent.
That was one of the many upsides spelled out by senior vice president of marketing Kyle Andrew and Web art director Marissa Kraxberger. With commercials, blogs, photographs of window displays, animated gifts and other colorful visuals, the duo illustrated how the brand brought their “Wrap! Unwrap!” holiday ad campaign to life. The aim was to be innovative, drive traffic to the company’s Web site and do so on a limited budget, they said. The all-out marketing effort not only spiked online traffic in the fourth quarter but it helped boost its database by 17 percent, they said.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
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