IHOP
Latte Lover's Pancakes LTO Campaign
Role: Creative Lead
Core Domain: Limited Time Offer (LTO) Launch, Appetite-Driven Consumer Marketing, Multi-Touchpoint Digital Ecosystem, Location-Based Social Media Engagement
User Journey Scope: Full Funnel (High-Profile Banner Interception & In-App Navigation → Location-Geofenced Social Interaction → E-Commerce & Email Nurture → In-Restaurant Foot Traffic & Conversion)
Executive Summary
To launch IHOP’s new Limited Time Offer (LTO)—Latte Lover’s Pancakes—IHOP required a high-impact multi-channel campaign designed to drive in-restaurant foot traffic. The brief called for showcasing the uniqueness and rich ingredients of the product with maximum appetite appeal while prominently highlighting the competitive price point.
As Creative Lead, I established the core visual look and feel for the campaign, lead-designed primary digital touchpoints, and collaborated with a team of Art Directors and Designers to execute the comprehensive campaign. The integrated ecosystem included a dedicated homepage and campaign landing page redesign, location-geofenced Snapchat filters activated exclusively within IHOP restaurants, Instagram Snap Ads, animated Twitter GIFs, contextual in-navigation and rich media banner ads on Waze and CBS Sports, and promotional email campaigns.
Technical & Professional Scope
| Categorization | Details & Competencies |
|---|---|
| Role & Focus | Creative Lead (Look & Feel Definition, Hands-On Key UX/UI Design, Art Direction & Team Leadership, Client Pitching) |
| Domain Scope | Limited Time Offer (LTO) Digital Strategy, Multi-Channel Campaign Execution, Location-Based / Geofenced AR & Social Marketing, E-Commerce Landing Page Optimization |
| Cross-Functional Stakeholders | Executive Brand Leadership, Media Buyers, Agency Strategists, Art Directors, Graphic Designers, Developers, Media Partners |
| UX/UI & Production Workflow | Adobe Photoshop (Web Layouts, Social Content & Banner Comps), Adobe InDesign (Production Redlines, Layout Specifications & Spec Decks) |
| Target Audience | Breakfast & Coffee Enthusiasts, Price-Conscious Diners, Digital-Native Social Media Users, On-the-Go Mobile Users |
| Lifecycle Stages | Awareness & Interception (CBS Sports Banners, Waze In-App Ads, Twitter GIFs) → Engagement & Conversion (Homepage/Landing Page, Email Blast, Location-Based Snapchat Filters) |
Key Initiatives & Strategic Impact
A. Core Look & Feel Definition & Website Redesign
- Visual Direction & Appetite Appeal: Defined the aesthetic direction, emphasizing coffee-and-pancake ingredient pairings, rich textures, high-impact food photography, and bold price-point messaging.
- Homepage & LTO Landing Page UX/UI: Designed updated IHOP.com homepage banners and a dedicated LTO landing page in Photoshop, optimizing product storytelling, ingredient transparency, and nearby restaurant call-to-actions.
B. In-Restaurant & Location-Geofenced Social Engagement
- In-Restaurant Snapchat Filters: Concepted and designed exclusive Snapchat filter overlays that unlocked only via geofencing inside IHOP locations, driving social sharing, framing product equities, and elevating the in-dining experience.
- Paid Social Assets: Art directed and created vertical video assets for Instagram Snap Ads and lightweight Twitter GIFs, driving rapid campaign reach across mobile feeds.
C. Contextual Media Interception & Email Marketing
- High-Impact Rich Media Banners: Designed interactive rich media banners deployed across high-traffic platforms including CBS Sports and location-aware ads on Waze to intercept mobile users on the go.
- Targeted Email Campaign: Developed high-converting email design templates and InDesign redline specs highlighting the LTO offering and price-point promotion to IHOP’s loyalty subscriber base.
Workflows & Governance
- Creative Leadership & Collaboration: Established the overarching creative framework and worked side-by-side with Art Directors and Designers to maintain visual consistency across all touchpoints.
- Production Spec Hand-off: Built precise layout redlines, visual asset guidelines, and design specification decks using Photoshop and InDesign to facilitate seamless engineering and media partner hand-off.
- Commercial & Brand Strategy Integration: Successfully combined appetite appeal with hard-working price-point messaging across digital touchpoints to stimulate in-restaurant dining.
