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Copywriter: Rowena Harris Senior Designer: Dánica Conneely Photographer: Parker Day

San Francisco’s seen enough stock photography in their bus stops. For this campaign, we decided to paint local restaurant partners as vibrantly as they actually are in real life—by highlighting what makes their restaurant really stand out. The goal: Let everyone know they can make reservations at some amazing restaurants right on Yelp.

This was the first large-scale OOH marketing campaign for Yelp Reservations, consisting of over 100 placements across the Bay Area, a landing page, a three-touch email marketing campaign, ads for social, and check inserts. From concept to delivery, I worked in partnership with Yelp’s senior designer to bring this campaign to life.

And we were lucky enough to work with the epic photographer, Parker Day. No food porn. No pictures of restaurant tables. No stock humans laughing while they eat. The results: a 17% lift in partnering restaurant reservations.

Featured

Turn The Tables

The Yelp for Restaurants team spent a long time researching what their audience needed, consolidating their offerings, and preparing for a rebrand. The challenge ahead? Restaurateurs think of Yelp as only selling ads, plus the team wanted to build trust.

Brand & Style Guidelines

From 2015, I co-wrote Yelp’s first ever in house style guide and brand guidelines. I’ve co-owned and developed each iteration since, as well as Yelp’s UX writing guidelines and design principles.

360 for Yelp's 15th

YES! Part 2

Radio

I love radio. But in the post-irony-tried-to-make-it-sound-like-the-90s-world, you can’t just pull out a “Now you’ve got a friend in the diamond business!” line from nowhere. So, here’s how you might do it instead.

YES! Part 1

TV & Paid Social

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Paid Social

Email Newsletter Strategy & Redesign

A redesign test of Yelp's weekly newsletter, The Local Yelp.

campaigns, OOH, 360Rowena HarrisAugust 11, 2017

Work

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