Project:
A new agency client wanted to win a consumer goods website project and asked me to make an analysis on how to proceed. As an upgrade to an existing site, the creative director wanted to explore the addition of multimedia and an online community.
Solution:
I did a competitive analysis of brands with similar products. I compared sites’ design, functionality, brand alignment, and use of online communities. I suggested that the existing site was more of a bookmark, lacked a story, and needed more of a lifestyle approach. Instead of grouping products by type on the site (i.e., in the visual layout, information design, and search functionality), they should be grouped by use, as that’s how a consumer would approach it.
I also explained potential affiliations for product placement and co-promotion online, including:
- Celebrity recipe instructional videos and mentions,
- A recipe exchange tool integrated into the site, and
- A contest for consumers to win a chance to guest blog on the site.
The account team fleshed out the pitch, the design team handled the production, and I drafted the presentation talking points.
Outcome:
The agency won the business.
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