Campaign No.3: E-commerce & Digital
OVERVIEW
This campaign was created for Onitsuka Tiger, a premium Japanese footwear brand that merges traditional craftsmanship with modern streetwear sensibilities. The goal was to elevate brand awareness, drive e-commerce traffic, and increase direct-to-consumer sales, positioning Onitsuka Tiger as the leading Japanese heritage sneaker brand in the global premium market. Central themes included authentic heritage, sustainable fashion, and exclusive digital experiences, all designed to resonate with contemporary consumers seeking style with meaning.
ABOUT THE BRAND
Onitsuka Tiger is a Japanese footwear brand known for its fusion of traditional craftsmanship and contemporary design. The brand offers athletic and lifestyle shoes that prioritize comfort, performance, and style. Iconic features like signature stripes and vintage-inspired designs set Onitsuka Tiger apart from mainstream athletic brands.
SOLUTION
Email Marketing
Two seasonal email campaigns were launched via Mailchimp, each offering free shipping on orders over $99 and spotlighting curated product selections. Static and animated graphics highlighted the brand’s sustainability message (“Crafted with Nature in Mind”) and craftsmanship roots. Mobile-first, responsive designs ensured optimized performance across devices. The emails acted as both promotional tools and brand storytelling assets, reinforcing Onitsuka Tiger’s cultural and eco-conscious identity.
Amazon Image Stack
An optimized image stack was developed for Amazon listings, aimed at improving product presentation and conversion. Clean, detail-rich visuals emphasized quality, comfort, and versatility. Visual storytelling was informed by Japanese design principles and emphasized the brand’s distinct heritage. The solution maintained premium positioning even in third-party retail environments.
Display Banner Ads
A suite of display ads was created in standard IAB formats: 300x250px (Medium Rectangle), 160x600px (Skyscraper), 728x90px (Leaderboard)
Both static and animated versions were used to increase click-through rates. The ads promoted limited-edition drops and Japan-inspired aesthetics, encouraging urgency while reinforcing brand exclusivity.
EVALUATION
A detailed persona was developed to guide messaging—representing the target demographic of urban creatives aged 18–35 who value sustainability, design, and brand narrative. The campaign succeeded by aligning modern consumer values with deep-rooted brand authenticity.
Every touchpoint—emails, display ads, and e-commerce visuals—reinforced the following: Eco-conscious messaging inspired by the Japanese principle of mottainai (mindful use of resources). Visual storytelling rooted in heritage and quality craftsmanship. Hybrid functionality, appealing to consumers navigating between casual wear, work, and lifestyle activities.
The result was a visually compelling and culturally relevant campaign that elevated Onitsuka Tiger's presence in the premium lifestyle sneaker space.
Roles: Digital Design, Visual Design, Brand Strategies, Marketing Design, UX/UI Design, Competitive Research & Insights, Buyer Persona Development.
Deliverables: Email Marketing Assets & Design, Amazon Image Stack, Display Banner Ads, Campaign Strategy Visualization, Target Market + Buyer Persona Materials, Brand Messaging & Positioning Graphics
