Juicy Couture
Situation
For trendy luxury brand Juicy Couture, the brand is all about the lifestyle. Because the line targets teens and young urbanites, being online-savvy and social network-friendly was key. Knowing this, Juicy teamed up with agency Createthe Group to make its e-commerce site more interactive and engaging.
Approach
The site, which launched last September, is a fully interactive e-commerce brand experience, with images, video, blogs and a social community for shopping. A feature called Club Couture enables consumers to make their own outfits by mixing and matching Juicy products. These personalized outfits can be saved and shared with friends across the community.
The social community aspect “gives consumers who are passionate about the brand the ability to connect with each other around the brand,” says James Gardner, CEO of Createthe Group.
Results
The site saw a 141% lift in page views per visit and 150% increase in time spent on the site. In addition, Juicy reported a 162% increase in conversation rate among the online community.
“The reason [the site] is so powerful is because of the ability to form deeper relationships with consumers and in doing so, to drive sales,” says Gardner.
—Dianna Dilworth
All American Pet Brands
Approach
All American Pet Brands began a “Cutest dog competition” in August to increase customer engagement with the brand. Users can upload a photo of their dog to be judged, and winners are awarded a total prize package of $1 million after a 12-week entry period. Social media and word of mouth have been the main drivers of the campaign.
Results
To date, the contest has had 46,600 entries and 267,000 voters. The contest microsite, CutestDogCompetition.com, has been viewed more than 10 million times.
—Kevin McKeefery
National Trust for Historic Preservation
Approach
The National Trust for Historic Preservation gave the public a say on what is considered a historic place with its “This place matters” interactive campaign. The effort was launched this summer with Charity Dynamics. It used Google Maps and Flickr to let consumers upload photos of sites and mark them on a map of the US. Consumers also added commentary about the sites.
Results
About 950 consumers participated in the campaign, 25% of whom uploaded a photo and “planted a flag.” More than 1,900 photos were added.
—Frank Washkuch
PRIVATE VIEW
L. Scott Neumann
SVP and executive creative director, Wunderman
Good creative needs to accomplish three things – inform, inspire and influence. Great creative achieves this with simplicity, style and surprise. These digital pieces all had fairly straightforward messages and employed the usual cadre of social networking tools. However, there were places in which they differed.
The Juicy Couture site is simple and stylish. Functional copy and focused visuals laid out in a grid system guide my eye through the page. The “create a look” and “browse looks” features are truly engaging. One shortcoming in the “create a look” feature: Superimposing photos over a silo seems lackluster. I want to see the figure actually wearing my creation.
The National Trust for Historic Preservation effort is my favorite because the organization took a disciplined approach and created a clean, easy to follow, contemporary look and applied it to all of their points of contact. Whether on Flickr, Facebook, Twitter or YouTube, the information is delivered in the same straightforward, easy-to-read way.
The banner ads for the Cutest Dog competition are clean and contain the ‘must have’ information to get me to act. The logical messaging prioritization makes it easy for my eye to move through the piece. Unfortunately, the Web site doesn’t follow suit. The sponsor graphics and repeated logos overpower the promotional messaging. Simple fix to make this site sing? Focus on the promotion. Lead with the $1 million prize, how to enter, weekly winners and then sponsor logos and graphics.
