RioReserve Launch Campaign

Overview

RioReserve launched as a new program designed to help high-volume customers secure dedicated inventory with guaranteed pricing and flexible terms.

The campaign system centered on clear, direct benefits and a premium visual approach that reinforced confidence, control, and peace of mind during uncertain supply conditions.

Challenge

The launch needed to communicate a new, multi-step program quickly and convincingly while staying concise and benefit-driven.

Assets also had to flex across many formats, including a segmented push email, My Account targeted messaging, a campaign landing page, print pieces for orders and JCK, video, and digital ads, all while maintaining consistent hierarchy and premium tone.

Solution

I developed a modular campaign structure built around core messaging pillars: inventory security, priority fulfillment, guaranteed pricing, zero carrying costs, and flexible cancellation, then applied it consistently across touchpoints.

Visual direction was anchored in controlled studio photography of high-value gold fulfillment to convey trust and capability, while layouts stayed simple, direct, and conversion-focused, especially on the landing page and lead-driving CTAs.

Deliverables

• Campaign landing page (information architecture, wireframe-based layout, and CTA flow)
• Segmented push email to RioPro customers, including product modules (metals + capital equipment)
• My Account targeted hero / promotional web block
• Package stuffer half-fold flyer with QR-led CTA
• JCK print materials (8.5 x 11 flyer, brochure creative)
• Video creative direction and layout support for step-by-step program explanation
• Digital ad creative variants tailored to targeting groups
• Cross-campaign integrations (email module for May Is Gold Month, JCK brochure ad placement, trifold brochure support, MJSA insert adaptation)

Campaign Frames