Ibotta at Groceryshop 2023
Goal
Create an engaging campaign identity that attracts both targeted audiences, drives traffic to the event booth, and enables meetings with potential CPG and retail clients to generate leads.
Overview
Worked as the lead designer to create the campaign visual identity, brand guidelines and materials for Ibotta’s presence at Groceryshop 2023, a key conference event attended by the sales team.
Process
After a small presence in previous years, Ibotta wanted to go bigger at Groceryshop in 2023 with a larger booth space. Ibotta had recently become the brand sponsor of Formula 1 driver Logan Sargeant, so the Marketing team wanted to lean heavily into an F1 theme while still appealing to both CPG clients and potential Ibotta Performance Network partners at the conference.
As the lead designer, I approached the design for this campaign in three steps:
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Led a brainstorm with the Creative team designers to put together a vision board with ideas.
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Designed three concepts for the campaign identity using the board as inspiration.
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Presented the concepts to the committee leads on the B2B Marketing team, where I gathered feedback.
Ultimately, the committee really liked two of the three concepts and was torn between them, so I came back with a plan to use both - one with an F1 car on a IPN-branded race track, and one with a shopping cart, using each with messaging geared toward different audiences at the event.
I then created a campaign branding sheet that included all the campaign assets in one file, giving the other designers a one stop shop for everything they could need while designing deliverables for the campaign.
I also designed several deliverables for the campaign, including the company's first use of Uber Journey ads, a registration sign for the front desk at the event, scratch off tickets for attendees to try their luck at a prize, and digital truck and airport ads in Las Vegas.
The other designers on the team used the branding sheet I created to design additional deliverables for the campaign including the event booth, programmatic OOH ads, rideshare car wraps, and so much more.
Outcome
The event was a huge success, landing meetings with potential clients that became partners, 15 million impressions (a 115% increase compared to 2022), and learnings to go even bigger in 2024. The design process I used for this event (brainstorm, 3-concept pitch, and then a campaign branding sheet) was used as a blueprint when planning the design for future event campaigns.