Designing the campaign system for Hot Sale 2026

Hot Sale isn't a regular purchase with a discount: it's a different mode of behavior. Users arrive with limited time —they know the window is closing, so they don't explore, they execute—, comparing actively —they have other tabs open, and the decision isn't “do I buy or not” but “here or there”— and afraid of missing out.

I designed the campaign's entire system for Petco Mexico: four landing pages segmented by pet type, each in two offer periods, plus the component library behind them. Eight landing pages published at 1728 px, the largest production volume of the year.

“In a limited-time campaign, users aren't learning, they're locating. They don't want the value explained: they want to confirm in under three seconds that the offer applies to their pet and find the shortest route to the product.”

It's the exact opposite of the insight behind an editorial category landing page, and it explains why this piece is so different from the rest of the portfolio: it doesn't argue, it signals. The promotion isn't explained, it's repeated — the same differentiator banner appears three times on a single page, with no argument in between.

The primary point of view was: a pet parent who arrives during Hot Sale with a purchase intent already formed needs to confirm immediately that the promotion applies to their type of pet, because they're comparing against other retailers in parallel tabs and will leave if they have to search.

1. How might we help each type of pet parent recognize their offer on the very first screen?

2. How might we shorten the path from “landing page” to “product in cart” as much as possible?

3. How might we give unconventional pets their own entry point without building a separate campaign?

The highest-impact decision was structural: four landing pages instead of one. I evaluated three paths, and the two cheap ones failed for the same reason — they forced users to filter before seeing their offer, one step too many in a context of urgency.

With four segmented landing pages and a persistent switcher between them, the self-selection step disappears: users don't filter, they arrive already filtered from the media channel. The cost is four times the production work, which is why the campaign relied on a single banner template and its own component library.

The whole page boils down to a three-beat rhythm repeated three times with different offers. There's no argument between blocks, no educational content, no storytelling: it's the structural signature of the piece and the first thing to preserve in the next campaign.

The result is solid, but repeating it takes one more step: knowing which decisions produced it. Hot Sale on its own brings traffic with intent already formed and unusually deep promotions, so the challenge isn't proving it worked but identifying which part of the design should be kept and which was neutral.

The file comes with a free quasi-experiment: four simultaneous landing pages, same traffic, same period, very different structures and lengths. Comparing across them does isolate the design variable.

Measurement to instrument from day one: views per block, switcher clicks with origin and destination, banner clicks with their position, brand clicks, carousel interaction and scroll depth — plus the landing page identifier on every event. Without that field, comparing the four landing pages, which is the analysis that gives the whole campaign its value, can't be done.

The deliverable that outlives the campaign isn't the eight landing pages: it's the structure that produced them. This is what gets systematized for Buen Fin and Hot Sale 2027.

1. Segmentation by pet from the moment of landing, with a persistent switcher between landing pages.

2. The three-beat rhythm —differentiator, route to product, objection remover— repeated.

3. A single CTA across the whole campaign: “See promotion”.

4. The three objection removers in this order: interest-free installments, payment methods, 24/7 support.

5. Risk reversal before the close with the return guarantee.

6. SEO block at the bottom with internal links by category.

7. A dedicated entry for unconventional pets.

8. Independent time-based blocks for each offer period.

9. Single banner template: image slot, bar with title, legal copy and CTA.