Paid Ads Positioning Test: Develop paid ads concept to test new positioning directions. 

New Brand Positioning: At Zulily, we operate differently to save more on brands and products you love. 

• Our Customer: Deal-wanting shoppers (predominantly women).

• Our Customer Insight: I'm willing to make concessions —  like free returns and longer shipping times to get a lower price. 

• Our Mission: Reimagine discount shopping.

• Our Point of Difference: Zulily's business model delivers no-frills deals.

• Tone: Tongue & cheek, self aware, irreverent (but not insulting), fun.

Creative executions for this project 

1. It's our deal

2. We meant to do that

3. Proudly cheap

4. Control: Fun is Part of the deal

Creative deliverables
For each concept, the creative ask is for:

• 1 customer-facing concept (RTB) write up

• 3 creative executions for each concept (RTB) including 1 static and 1 motion execution

Previous brand tagline (Evergreen/control): 

Fun is Part of the Deal™ 

Zulily is an online superstore committed to delivering a uniquely fun shopping experience for moms, without breaking the bank. We offer limited-time daily deals, as well as persistent inventory and clearance events so you can get affordable items you and your family not only need but really, really want. We partner with your favorite brands and the latest emerging labels to offer on-trend style and everyday value on women’s, kids’ and men’s clothing, shoes, homewares and much more. At Zulily, fun is part of the deal.

TEST CONCEPT 1: It's our deal 

At Zulily, doing things differently is kind of our deal. Unlike traditional retailers, we source surplus inventory to reduce costs and bulk-order products after customers have made their purchases, all of which enables us to keep our overhead low. Then, we pass those unbeatable savings on to you. And when it comes time to ship, we bundle your purchases together to reduce costs even further… because getting you the lowest price possible? That’s our deal. 

TEST CONCEPT 2: We meant to do that

So you want the lowest prices possible? We can do that! But here’s the deal: We bulk-order from brands after customers make their purchases and then pass those savings on to you. That means things usually take a little longer to arrive, so you have to be willing to wait. And if the product doesn’t work out for you in the end? You’ll get store credit to put toward a future purchase, instead of a refund. As for shipping? It isn’t free — but if you shop with us enough, we’ll find ways to help you trim costs there, too.

TEST CONCEPT 3: Proudly cheap

At Zulily, cheap isn’t a bad word — it’s a way of life. We spend all our time thinking of ways to save you money. Whether it’s scouring the market for surplus inventory from last season or bulk-ordering so we can pass the savings on to you, we scrutinize every aspect of our business model to get you the lowest prices. We will never stop innovating in the name of savings. Because we think it’s cool to be cheap, and maybe you do, too.  

Motion assets - Instagram stories

The Full Suite of 9 paid ad campaigns that were tested against each other