portfolio
Icaro yerba mate tea giveaway.
Designed the Meta ads, email, and landing page to launch Icaro Tea's giveaway promotion end-to-end.
context
Understand problem, people and goals
approach
Build a direction with purpose
design
Shape ideas into thoughtful visuals
refinement
Test, tweak and improve what works
takeaways
Learn, adapt and carry it forward
context
brewing up buzz for a giveaway.
Icaro needed one campaign that could do three different jobs at once: stop the scroll on Meta, re-engage an existing email list, and convert that attention into actual giveaway entries on a dedicated landing page.
approach
one idea, three channels.
With three touchpoints working together, the goal was to keep the entry mechanic dead simple while still giving the brand's playful, nature-rooted personality room to show up in the visuals.
design
consistent look, three different jobs.
Each piece had to earn its place: the Meta ads needed to make the offer clear in under a second and the email needed to feel like a reward for people who already knew the brand.
The landing page picked up where the ads left off, giving the entry mechanic somewhere to actually live. It needed to feel like the natural next step of the game the ads had already introduced, while staying dead simple to convert.
refinement
turning a hero into a game.
The first draft of the email leaned on a static hero image to announce the giveaway. It was clear, but flat. To earn the click, we rebuilt it as an animated GIF: the hero spun like a game-show wheel before landing on a result, turning a simple announcement into a small moment of suspense. Because the outcome actually mattered, we built two versions of the reveal, one for the majority of entrants who didn't win, and a separate winning version for the lucky few, so the payoff always matched the moment.
takeaways
commit to the whimsy.
The biggest lesson here: playfulness only works if it shows up everywhere, not just in one channel. Icaro's brand already carries a sense of magic in its name and story, so the real win was carrying that same whimsy through the ad, the email, and the landing page, making the giveaway feel like one cohesive experience instead of three channels doing three different jobs.
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