Email Campaign
iFIT
“Road Trip” Campaign
Art Direction // Karli Lundquist
Designer // Allie Sticka
TL;DR
Summer is the worst time to sell indoor fitness. We turned that into an opportunity with a Memorial Day campaign that teased iFIT's National Parks challenge and gave members something to look forward to before the slow season even started.
The Brief
Create a Memorial Day promotion that did two things at once: drive subscription revenue through a holiday discount, and build anticipation for iFIT's upcoming National Parks summer challenge. The campaign needed to feel exciting rather than promotional. It should be a preview of something worth showing up for, not just another sale.
The Problem
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The Slow Season Problem
Summer is historically iFIT's lowest engagement period. Members go outside, and the equipment sits idle. The campaign had to give people a reason to stay connected even when the sun was out.
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Two Goals, One Campaign
Balancing a sales-driven discount with a content-driven challenge preview without either message undermining the other. Too much promotion kills the excitement. Too much hype buries the offer.
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Fresh, Not Familiar
Animation consistently performs well for iFIT, but that meant the bar for doing something visually new was higher. The campaign needed to stand apart from what the team had done before.
The Approach
I opened the ideation up to the whole team in FigJam, and each designer brought concept drawings from National Parks visuals, seasonal themes, and animation directions. My job was to facilitate the session, push the thinking, and help the group land on a direction through a structured voting process rather than top-down selection. Better ideas surface when everyone has skin in the game.
Once we had a direction, I worked closely with the lead designer on the animation strategy. Specifically, on the timing, movement, and how the visuals built momentum without overwhelming the message. Animation in email is technically constrained, so a lot of the creative decisions were about what to prioritize within those limits.
I also collaborated with the copy team to make sure the messaging held the two campaign goals in balance: the excitement of the challenge and the urgency of the offer, neither louder than the other.
The Work
Email Hero Animations
Full Emails
The Outcome
The campaign exceeded performance benchmarks with higher engagement and click-through rates than previous seasonal campaigns, and a measurable lift in subscription revenue from the holiday discount.
More than the numbers, it set the stage for the summer challenge. Members arrived at the National Parks content already primed and anticipating it. The teaser did its job.