Funday

Funday needed one ecommerce experience to run several overlapping competitions through its store. Each competition depended on which retailer the customer had purchased from, and each had different terms, prizes, and run periods. Some also needed pre-competition pages to build excitement and distribute colouring-in sheets before launch.

As Senior Ecommerce Strategist, I scoped the flow, mapped the competition logic, aligned the plan with the client, and worked closely with design and development to shape a system that was practical to run and strong enough to carry the brand story.

The main challenge was complexity. One campaign had to support three retailer-dependent promotions with different eligibility rules, overlapping dates, and different prize mechanics. The experience also had to remain easy for customers, manageable for the Funday team, and safe for store performance metrics like conversion rate, AOV, and ATC rate.

I structured a central competition hub accessed through a QR code on pack. From there, customers selected the store they purchased from, entered their details, and uploaded a receipt photo. That allowed one branded journey to branch into the right competition path without fragmenting the experience.

Where the campaign needed a lead-in, we added pre-launch pages with colouring-in sheet downloads, featured products, and loyalty touch points so the experience supported repeat purchase rather than ending at the entry form.

I started by scoping the campaign logic and mapping the user paths against the legal and operational requirements. From there, I worked with the client to align on how the system should behave across the different promotions, then partnered with design and development to bring the flow into production.

I was blessed to collaborate with the absolute gun of a designer, Lillian Cordell, to vividly prototype the strategy across desktop and mobile. Her work was instrumental in maintaining Funday's brand culture throughout the experience.

Working closely with genius front-end developer, Gabriel Enock, we problem-solved within the constraints of the platform to bring the strategy to life.

The implementation used Shopify Forms for the entry capture, with subtle animation and light interaction cues to match the playful brand direction. The focus stayed on making the system scalable and easy to maintain, not just visually polished.

The most important decision was to centralise the entire promotion under one entry experience instead of building separate microsites or disconnected campaign pages. That kept the customer journey simple and gave the Funday team one operational model to manage.

Another deliberate choice was to preserve the ecommerce path around the campaign. The competition was designed to support featured products and loyalty touch points rather than pull users away from the store logic. That helped keep the experience commercially useful instead of turning it into a dead end.

The result was a smooth, highly customisable competition experience that could scale across retailer-specific promotions without dragging performance. It felt aligned to the Barbie x Funday brand: fun, attention-grabbing, and easy to engage with, while still supporting compliance, CRM capture, and repeat-purchase intent.