“7now from 7-eleven” 360 CAMPAIGN
Outcome: A multi-market campaign promoting the 7NOW app that increased new customer registration and integrated into the impactful national store-opening program the agency already ran for them
Role: Lead copywriter, creative director
Scope: Social media, digital display, direct mail, YouTube, connected TV/F.A.S.T., and digital audio
Year: 2022-2023
There was a unique story hiding in 7-Eleven’s data: Their customers are more brave when they shop online. They found folks were more open to experimenting in the app, purchasing hot food items they wouldn’t normally purchase at their local 7-Eleven. Specifically, they were ordering more pizza online, where it photographs a lot better than it looks under a heat lamp.
7-Eleven wanted to know if a regional 360° campaign could support the launch of their 7NOW delivery service in a new market. So instead of writing against customer habits, we wrote to them, meeting new and returning customers where they already were. I wrote across the entire funnel and set the initial creative direction.
YouTube Spots
DIRECT MAIL
“We partnered with The Zest Lab on a full funnel set of solutions to drive awareness and excitement for a brand new initiative from 7-Eleven. They were nimble, responsive, and resourceful in helping us meet our goals. From tactical strategy to data reporting, The Zest Lab exceeded our expectations.”
-Jason Beck, Marketing Director, 7-Eleven
Agency: The Zest Lab
Art director: Jimmy Ganley
Graphic designers: Jimmy Ganley, Ian Jovanovich, and Dev Hein
Motion graphics: Jimmy Ganley