Delivery of digital experiences within 72 hours on an enterprise CMS
Case study — Domain-Specific Software Platforms
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 for brands to offer value through digital streams.
Lifebuoy, one of the world’s top-selling hygiene brands, responded quickly with a platform focused on education and practical support. The goal was to create and launch the first COVID-19 microsite in the NAME region, serving both as an educational hub and a new sales channel for the brand.
Sogody was responsible for delivering the user experience, interface, assets, and development inside Adobe Experience Manager. By March 15th, together with Lifebuoy’s brand team, the platform launched within 72 hours of work, while the pandemic was still a distant reality for many in the region.
Lifebuoy COVID-19 educational microsite
Organizing a thoughtful UX within 24 hours
The user experience for Lifebuoy’s platform was built around two priorities: usability and value.
For usability, the experience focused on information and education. The platform was designed to clearly show the steps people should take to reduce the risk of infection, while also offering tips for reducing stress and promoting wellbeing.
To provide value to users, the platform included a channel that redirected visitors to retailer placements for Lifebuoy soap and sanitizer products, supported by promotional codes offering 20% discounts.
After defining the experience journey, the design team illustrated the required educational materials and interface assets within the available timeframe, creating a visually appealing and useful story for the platform.
Animated walkthrough of the Lifebuoy microsite experience
Delivery of the COVID-19 platform in Adobe Experience Manager
Adobe Experience Manager is an enterprise-level platform for delivering personalized, content-led digital experiences across products, services, organizations, and markets. Its content management, digital asset management, enrollment, and forms capabilities made it suitable for a campaign that needed to move quickly while still operating within an enterprise CMS.
AEM’s integration with Adobe Analytics and Adobe Audience Manager was also important. These tools provided the market data and profile segmentation needed to promote Lifebuoy’s sanitation products effectively.
Given the limited timeline, the team was split into two groups to deliver the platform and similar experiences for two markets at the same time. Development progressed over 48 hours across four sprint cycles. The team built the experience on a component basis, repurposing components across market platforms to move faster without sacrificing consistency.
The platform was developed using vanilla JavaScript, HTML/CSS, and parts of the React framework. The four sprint cycles helped the team optimize the experience across multiple devices.
Before go-live, the team added key tagging through a tag management solution. This ensured that important calls to action and attributes, including Custom Insight Conversion Variables, or eVars, could be tracked and connected to digital advertising spend throughout the campaign lifecycle.
This agile process allowed the team to use AEM’s building blocks and related Adobe technologies to deliver a complete digital experience within an extremely short timeframe. After the campaign launched, the platform was later modified to become more personalized through product recommendations and cross-channel content.
The first quarter after go-live
As the pandemic intensified, the platform became a go-to informational hub for many visitors.
Within the first three months, the platform reached approximately 345,000 page views, around 185,000 unique visitors, and strong engagement across devices. Mobile users spent around six minutes per visit, while desktop users spent around two minutes per visit.
Conversion rates across devices reached approximately 3.5%, and the number of Lifebuoy newsletter signups reached around 5,000. These results confirmed the brand’s interest in expanding the same platform into neighboring markets, becoming part of a broader brand strategy for promoting sanitation as a preventive measure against the existing pandemic and other potentially infectious diseases.
Lifebuoy platform expanded into neighboring markets