Holiday Campaign System

Multi-phase holiday campaign system across web and app, built to support high-volume promotional events at scale.

  • $90.6M digital demand (+24% YoY)
  • 100+ assets delivered across October–December
  • 10+ campaign phases executed (Early Access → Cyber Week)
  • End-to-end ownership across build, QA, and deployment

Driving Digital Execution for FY26 Holiday

The holiday digital experience for BJ’s Wholesale Club was a multi-phase initiative spanning mid-October through December, centered around high-volume events from Thanksgiving through Cyber Week. Each phase required distinct promotional strategies and scaled asset production across desktop, mobile web, and app.

Homepage Promotional System

Scaling 100+ Assets Across a 3-Month Campaign Cycle

This campaign spanned October–December, requiring continuous execution across 10+ campaign phases including Early Access, Black Friday, and Cyber Week.

  • 100+ assets delivered across homepage, category, and promotional placements
  • Multi-phase rollout, with each phase requiring new creative and updates
  • Cross-platform execution across desktop, mobile, and app
  • End-to-end ownership from asset creation through CMS build and QA

Rather than a single campaign launch, this was an ongoing system of execution—requiring rapid iteration, consistent organization, and scalable design solutions.

Category Modules & System Components

Designing a System to Support High-Volume Execution

Given the scale and complexity of the holiday campaign, success depended on maintaining a structured, repeatable system across all phases.

Asset Organization & Naming

  • Designed a scalable naming and organizational system to support high-volume asset production
  • Standardized structure across campaign phases, categories, and placement types
  • Naming conventions aligned directly with release documentation for clear cross-team tracking

Assets followed a structured format (e.g., Holiday_[Variant]_[Event]_FY26), enabling alignment with release files organized by campaign phase and event.

This system was critical for live updates, allowing assets to be quickly replaced in the DAM and updated via existing delivery links without disrupting placements.

This ensured assets could be easily identified, tracked, and implemented at scale without confusion, even across hundreds of deliverables.

Structured Build Process

  • Assets were mapped to specific placements across desktop, mobile web, and app environments
  • Campaign builds followed a consistent structure across all phases and events
  • Category and subcategory variations were implemented using a predictable, repeatable system

Asset mapping was directly aligned with placement planning, enabling the digital experience team to structure layouts and promotional moments with clarity across platforms.

Each campaign phase was built using the same underlying framework, ensuring alignment across platforms while supporting a high volume of variations.

The predictable naming and build structure reduced manual lookup and asset retrieval, allowing assets to be quickly referenced and implemented without relying on manual extraction from release documentation. This approach reduced errors, streamlined QA, and enabled efficient execution across multiple campaign phases under tight timelines.

Standard Templates

These templates were designed to standardize layout structures across campaigns, allowing for rapid production while maintaining visual consistency.

  • Reusable layout frameworks reduced the need to redesign assets from scratch
  • Flexible content zones allowed messaging and product swaps without breaking structure
  • Consistent hierarchy ensured clarity across varying promotional types

Rather than designing each asset individually, templates enabled a system where creative could be adapted quickly across categories, offers, and campaign phases.

Executing Across Campaign Phases

This campaign was not a single launch, but a continuous rollout across multiple phases, each with distinct promotional strategies, messaging, and asset requirements.

  • Early Access / Early Black Friday — teaser messaging and initial promotional structure
  • Black Friday — highest volume of assets, with granular category-level promotions and extensive placement coverage
  • Doorbusters — urgency-driven placements with limited-time offers
  • Cyber Monday & Cyber Week — continued promotional cadence with a more focused set of high-performing assets
  • Great Gifting Event — full campaign pivot toward giftable assortments, simplifying layouts and messaging to support broader holiday shopping through Christmas Day

Each phase required both new asset creation and updates to existing placements, ensuring consistency while adapting to evolving offers and campaign priorities.

Unlike Black Friday, Cyber Week relied on a single, high-impact promotional message rather than a wide set of category-level assets.

Outcome

This campaign represented the largest digital holiday execution of the year, requiring sustained output across a multi-month timeline.

  • $90.6M in digital demand (+24% YoY)
  • 100+ assets delivered across October–December
  • 10+ campaign phases executed across homepage, category, and promotional placements
  • End-to-end ownership across asset creation, CMS implementation, and QA

By establishing a scalable system for asset creation and implementation, this work enabled consistent execution at high volume while adapting to shifting promotional strategies throughout the holiday season.

This system established a foundation for future campaign execution, reducing friction and enabling faster iteration across teams.