Twilight Glow
Product Capsule Storytelling
OVERVIEW
Terrain launched Twilight Glow as a seasonal capsule focused on outdoor lighting and fire pits for summer evenings. The campaign aimed to inspire customers to extend their time outside, transforming patios, gardens, and backyards into softly lit retreats. By weaving together email marketing, a refreshed site experience, and organic social storytelling, and how-to blog content, Twilight Glow brought warmth, emotion, and beauty to the idea of gathering at dusk.
GOALS
Inspire summer nighttime gatherings through storytelling and mood-driven content
Increase engagement and conversions with a focused, multi-channel product campaign and PDP video.
Educate customers on outdoor lighting solutions with shoppable guidance
Create a cohesive brand experience across email, web, and social media
CREATIVE STRATEGY
Email Campaign: A five-part series introduced the capsule, offered lighting tips, shared styling inspiration, highlighted customer favorites, and closed with a final reminder to shop and gather together before the season fades.
Site Experience: The homepage transformed into a dusk-inspired destination, featuring immersive imagery, curated product edits, and shoppable inspiration to guide customers through the capsule. The story continued with a how-to video on the blog showing how to make a variety of summer light looks.
Organic Social Media: A “Moments of Glow” content series on Instagram and Pinterest showcased twilight scenes, behind-the-scenes styling, and customer spotlights.
RESULTS:
Email open rates: +15% above average
Email-driven conversions: +22% vs. control; with PDP video +27%
Homepage dwell time: Increased by 30% during campaign period
Social engagement: 2.3x more saves than typical posts
