First to region launch
The global health crisis that began in the first quarter of 2020, increased the need for wellbeing support platforms that could help people deal with daily health routines. Fears of contracting the coronavirus followed by social isolation, created new opportunities of offering value and promoting through digital streams. One of the world's top-selling hygiene brands was fast at responding to the created situation with a specific focus on creating and launching the first Covid-19 microsite in the NAME region, which was aimed to be educational at the core and act as a new sales channel for the brand.
Being the team behind the delivery, the main challenge was to deliver the user experience, interface, assets, and development in Adobe Experience Manager, in time for end-users. By March 15th, together with the brand team at the world’s top-selling hygiene brand, we launched one of the first Covid-19 related platforms in the NAME region, within 72 hours of work while the pandemic was still a distant reality for the majority.
The user experience for the platform of one of the world’s top-selling hygiene brands was heavily focused on two primary pillars, to have the digital experience be usable and valuable. For usability, the user experience promoted the informative and educational segment, which was designed to showcase every step one should take to avoid the virus and tips to reduce stress and promote wellbeing and for offering value to the user, a channel redirecting to retailer placements of the brand’s soap and sanitizer products were offered with promotional codes of 20% discounts.
After the experience journey definition, the design team carefully illustrated the necessary educational materials and the interface within the time period in order to create a visually appealing story for the platform.
Adobe Experience Manager (AEM) is a comprehensive, enterprise-level platform, which offers personalized, content-led experiences and allows organizations to send context-optimized messaging that scales across products, services, organizations, and markets. It offers a powerful content management system, coupled with digital asset management and digital enrollment and forms, all via the cloud service, to help manage complex digital experience deliveries. Adobe Experience Manager also has seamless integration with Adobe Analytics and Audience Manager, which was crucial to get the market data and profile segmentations needed in order to promote the sanitation products sold by the brand.
Pre live date, the team injected important tagging within the platform as a tag management solution in order to have important call-to-actions and attributes such as Custom Insight Conversion Variables (or eVars) be traceable and linked towards every digital dollar spent on a digital advertisement that was going to occur throughout the lifecycle of the campaign.
This agile development process allowed the team to utilize the building blocks offered by powerful technologies like AEM and its coupling applications to deliver a whole digital experience within such a short period of time. Once the campaign launched, we modded the platform to become more personalized with the introduction of product recommendations and cross-channel content.
After the pandemic intensified, the platform served as the go-to informational hub for many visitors, and within the first 3-months, it reached ~345,000 page views, ~185,000 unique visitors, and around 6 mins of time spent per visit on mobile and 2 mins time spent per visit on desktop. The conversion rates from all devices were at ~3.5% and the number of signups for the Hygiene’s brand newsletter was at ~5000.
These data qualified the interest by the brand to expand the same platform within other neighbouring markets and it turned into a brand-wide strategy towards promoting sanitation as a preventive measure towards the existing pandemic and other potentially infectious diseases.
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