Daily Drops was a nine-day, app-exclusive event created to grow Holland & Barrett’s app audience and build anticipation ahead of H&B Wellness Day.
Using an advent-calendar mechanic, customers unlocked a different reward, offer or competition each day - encouraging repeat visits while growing the audience the brand could re-engage through push notifications.
I led the creative direction from initial concept through to cross-channel rollout, developing a flexible identity and motion system that could change daily without losing recognition.
Nine days. One recognisable system.
Rather than treating each reward as a separate promotion, I built a consistent Daily Drops identity around oversized typography, a fixed date strip and a soft gradient palette.
The vertical lock-up was chosen to imply downward movement before the animation even began. Products hover briefly before falling out of frame, creating a repeatable motion device that reinforces the campaign name across app, CRM, social and retail.
Connecting every channel back to the app
Although the rewards were app-exclusive, the campaign needed visibility beyond the screen. Retail media used QR codes and a 3D phone demonstration to explain the experience, while social brought the same product-drop motion into a native story format.
Every execution ultimately pointed customers towards the same behaviour: download the app, return each day and unlock the next drop.
Built to change daily
The layout system gave each product drop enough personality to feel fresh without losing the wider campaign identity. Product scale, movement and cropping could flex around each offer, while the typography and core structure kept the nine-day sequence connected.
Built to drive more than engagement
Daily Drops successfully grew the app audience ahead of H&B Wellness Day while creating a highly engaged customer group that went on to deliver stronger commercial value.
Internal post-campaign reporting showed strong growth in app acquisition, repeat engagement and customer value ahead of H&B Wellness Day.
From exploration to rollout
Early development tested colour, typography, product grouping and different interpretations of the “drop” idea. The final direction balanced energetic product compositions with a softer wellness palette, creating something distinctive enough to stop the scroll but flexible enough to support nine different offers.
Client: Holland & Barrett
Role: Lead designer — concept development, creative direction, motion and cross-channel rollout
Channels: App, CRM, paid and organic social, store screens and in-store media
Tools: Photoshop, Illustrator, After Effects and Kling AI
Role: Lead designer — concept development, creative direction, motion and cross-channel rollout
Channels: App, CRM, paid and organic social, store screens and in-store media
Tools: Photoshop, Illustrator, After Effects and Kling AI
