zulily's "Shop Your Trimester" campaign features products specifically curated to expectant mothers in varying stages of their pregnancy. The calm, airy quality of this campaign is meant to convey a message of effortlessness to the target audience. As if to say, "Relax and enjoy this wonderful time in your life. Just to make is a little easier, we've gathered some products to help you along the way."
The campaign featured a partial takeover above the fold on the homepage and mobile apps to encourage click through. From there the customer can easily navigate between each collection, encouraging moms to shop for future trimesters as well.