IHOP
Bakery Favorites Integrated LTO Campaign
Role: Creative Lead
Core Domain: Integrated LTO Campaigns, Digital Product Storytelling, Multi-Tiered Promotional Messaging, Drive-to-Store Strategy
User Journey Scope: Full Funnel (Awareness → Digital Product Exploration → Local Navigation Activation → In-Restaurant Experience)
Executive Summary
As Creative Lead, I provided hands-on UX/UI art direction and led cross-functional creative teams to execute IHOP’s Bakery Favorites Limited Time Offer (LTO) campaign. The primary business objectives were to elevate food appetite appeal by highlighting unique bakery-style ingredients, drive foot traffic into IHOP locations, and seamlessly integrate secondary promotional messaging, such as the high-converting “Kids Eat Free” offer.
I directly designed core web assets and managed creative deliverables across web, social media, email marketing, rich display, and location-based mobile activations. To anchor the campaign digital experience, we created an interactive homepage hero module paired with dedicated product detail landing pages designed to showcase ingredient craftsmanship and secondary value offers. The digital ecosystem was reinforced by a custom “Breakfastarians” community page celebrating loyal customers, high-profile rich media display (CBS Sports), Facebook and YouTube digital video, geofenced in-restaurant Snapchat filters, custom Twitter GIFs, promotional emails, and targeted drive-to-store Waze navigation ad units (zero-speed takeovers, branded pins, and turn-by-turn routing).
Technical & Professional Scope
| Categorization | Details & Competencies |
|---|---|
| Role & Focus | Creative Lead (Hands-On UX/UI Art Direction, Multi-Channel Creative Strategy, Team Leadership) |
| Domain Scope | LTO Web Experience, Multi-Tiered Promotional Messaging, Location-Based Mobile Ads (Waze), Cross-Channel Social |
| Cross-Functional Stakeholders | Digital Designers, Copywriters, Motion Designers, Frontend Developers, Media Agencies, Social Strategy Leads |
| UX/UI & Production Workflow | Hands-On Homepage Layouts, Food Ingredient Storytelling, Rich Media Banner Direction, Responsive Email Design |
| Optimization & Mechanics | Secondary Offer Integration (“Kids Eat Free”), Waze Branded Pins & Zero-Speed Takeovers, Geofenced Snapchat Triggers |
| Lifecycle Stages | Awareness (Paid Video & Display) → Engagement (Product & Offer Exploration) → Conversion (Waze Drive-to-Store) → Advocacy (In-Store Snapchat Shares) |
Key Initiatives & Strategic Impact
A. Hands-On Web Ecosystem & Multi-Tiered Offer Architecture
- High-Impact Homepage Module: Hands-on art directed and designed an interactive homepage module spotlighting the premium craftsmanship and appetite appeal of the Bakery Favorites LTO menu items.
- Ingredient Deep-Dive & Secondary Offer Landing Pages: Created dedicated product landing pages detailing ingredient profiles and flavor combinations while integrating secondary promotional banners (such as “Kids Eat Free”) to maximize visit frequency.
- “Breakfastarians” Customer Celebration Page: Conceptualized and built a dedicated brand equity page tailored to IHOP’s loyal “Breakfastarians” community, fostering brand affinity and driving repeat restaurant visits.
B. Cross-Channel Social, Display & Drive-to-Store Mobile Activations
- Drive-to-Store Waze Mobile Navigation: Directed location-targeted Waze campaign assets including zero-speed takeover ads, branded map pins, and turn-by-turn routing to nearby IHOP restaurants.
- Paid Digital Video & Micro-Content: Led art direction for promotional video assets across Facebook and YouTube, supported by custom Twitter GIFs and native social creative.
- Geofenced In-Restaurant Snapchat Filters: Designed an exclusive Snapchat filter series that activated dynamically when guests entered an IHOP location, incentivizing social sharing and organic word-of-mouth.
- High-Profile Rich Media & Targeted Email: Directed responsive rich media ad executions across premium publisher sites (including CBS Sports) and designed promotional email blasts aligned with the LTO launch timeline.
Workflows & Governance
- Hands-On Design & Creative Leadership: Led design teams across social, display, and email while directly designing core web assets, ensuring visual alignment and appetite appeal across every touchpoint.
- UX/UI & Technical Alignment: Partnered with front-end engineering teams to ensure optimal desktop and mobile rendering for complex homepage modules and multi-offer landing pages.
- Multi-Agency & Platform Governance: Collaborated with media buying agencies and social platform managers to coordinate synchronized launches for geofenced Snapchat filters and real-time Waze navigation triggers.
