Showing posts with label Simple. Show all posts
Showing posts with label Simple. Show all posts
Wednesday, 14 August 2013
Simple launches Global websites – yes that’s plural!
I’ve been involved in many global web launches over the years, but none quite as ‘all consuming’ as the launch of Simple for Unilever. The project that started in July 2012, finally launching in July 2013, with the rollout the US site. This site being the last of the initial six (UK, US, AUS, NZ, CA x2) with lots more sites planned globally.
Thursday, 9 February 2012
My goodness! Simple’s US launch consumes bandwidth
Simple, the UK’s No.1 Facial Skincare brand*, and now one of Unilever’s personal care brands, launched its US website on 1st February 2012. Following an intense development program and a strong pre-launch awareness campaign around the United States, http://www.simpleskincare.com/ went live and very quickly broke all kinds of traffic and visitor numbers.
Thursday, 25 August 2011
No pressure then!
One of the reasons this new site has been so long in development is that we have been maxed out with a number of ‘marquee’ sites and user experiences for major B2B and B2C customers – like Simple, Fitness First, Lifetime Awarding, Paperlinx, Millbrook and FastLane. And as with all things, success breeds success.
Friday, 11 June 2010
Simple Simon says you’re gonna be No.1!
Simple web site helps brand to No.1 UK OTC skincare position by becoming powerful charity, recruitment and partnership campaign promotional tool.
Simple is, today, the UK’s No.1 Over The Counter Facial Skincare brand. Built on over 50 years experience in caring for all skin types, this journey to market ascendancy has been a potent combination of teamwork, product development and powerful market and audience awareness.
Simple takes as much pride in using the right ingredients for your skins’ needs, as it does in creating all the relevant building blocks to help it reach this remarkable achievement.
One of the cornerstones of the program has been the use of www.simple.co.uk as a powerful communications, commercial, recruitment and partnering vehicle. In recent months extraordinary effort and creativity has gone into generating some ‘best-in-class’ campaigns like SkinTrition™, Search for a Simple Star and the Simple Challenge.
As a key part of the Simple Brand team, Idealogy’s Director of Digital Demand, Simon Johnson, and his team were asked to turn these campaign concepts into natural, user-experience driven, on-line environments by using simple.co.uk to it’s fullest extent and incorporating a vivid, memorable and valuable web experience - at the same time providing advice, nutrient knowledge, healthy eating recipes, games, the opportunity to make important charity donations, and a social-media style recruitment platform.
Technically, the front-end campaigns were simple enough (no pun intended) but the back office was a functional minefield. Getting all kinds of publishable data to link and be searchable, from ingredients, nutrients and recipes. Acquiring personal data, encouraging 3rd party voting and behaving like a Facebook style social utility by matching Simple brand characteristics to personal attitudes, values and lifestyles. Using a viable e-commerce model to generate £50,000 of donations for MacMillan, the UK’s best-loved charity, to help improve the lives of people affected by cancer.
And, on the face of it, we did a great job. Such powerful and emotive communication and technical competence has helped push Simple’s brand awareness and, ultimately, it’s market position to the top of the pile.
But don’t let anyone tell you that it was simple getting there!
Posted by Idealogy
Simple is, today, the UK’s No.1 Over The Counter Facial Skincare brand. Built on over 50 years experience in caring for all skin types, this journey to market ascendancy has been a potent combination of teamwork, product development and powerful market and audience awareness.
Simple takes as much pride in using the right ingredients for your skins’ needs, as it does in creating all the relevant building blocks to help it reach this remarkable achievement.
One of the cornerstones of the program has been the use of www.simple.co.uk as a powerful communications, commercial, recruitment and partnering vehicle. In recent months extraordinary effort and creativity has gone into generating some ‘best-in-class’ campaigns like SkinTrition™, Search for a Simple Star and the Simple Challenge.
As a key part of the Simple Brand team, Idealogy’s Director of Digital Demand, Simon Johnson, and his team were asked to turn these campaign concepts into natural, user-experience driven, on-line environments by using simple.co.uk to it’s fullest extent and incorporating a vivid, memorable and valuable web experience - at the same time providing advice, nutrient knowledge, healthy eating recipes, games, the opportunity to make important charity donations, and a social-media style recruitment platform.
Technically, the front-end campaigns were simple enough (no pun intended) but the back office was a functional minefield. Getting all kinds of publishable data to link and be searchable, from ingredients, nutrients and recipes. Acquiring personal data, encouraging 3rd party voting and behaving like a Facebook style social utility by matching Simple brand characteristics to personal attitudes, values and lifestyles. Using a viable e-commerce model to generate £50,000 of donations for MacMillan, the UK’s best-loved charity, to help improve the lives of people affected by cancer.
And, on the face of it, we did a great job. Such powerful and emotive communication and technical competence has helped push Simple’s brand awareness and, ultimately, it’s market position to the top of the pile.
But don’t let anyone tell you that it was simple getting there!
Posted by Idealogy
Tuesday, 20 April 2010
Simple SkinTrition™ - natural ingredients, great advice, fabulous skin, all within a vivid on-line experience.
Simple, the UK’s No.1 Facial Skincare brand, has over 50 years experience in caring for all skin types, even the most sensitive. Simple prides itself on using only the ingredients that your skin needs - and nothing that it doesn’t, so you can trust the natural goodness in all products. Simple skincare isn’t just about how you look on the outside, it’s about looking after the inside too, which is why the experts at Simple have developed Simple SkinTrition™.
As a key part of the Simple Brand team, Idealogy were asked to turn that vision into a natural on-line environment, extending simple.co.uk and incorporating a vivid, memorable and valuable web experience providing advice, nutrient knowledge, healthy eating recipes and games.
And, on the face of it, we did a great job…a more detailed blog will follow soon.
Posted by Idealogy
As a key part of the Simple Brand team, Idealogy were asked to turn that vision into a natural on-line environment, extending simple.co.uk and incorporating a vivid, memorable and valuable web experience providing advice, nutrient knowledge, healthy eating recipes and games.
And, on the face of it, we did a great job…a more detailed blog will follow soon.
Posted by Idealogy
Friday, 24 April 2009
Don’t like yours much
Simple recently asked Idealogy to come up with a campaign to promote the benefits of it’s products in fighting the signs of ageing, so we started thinking and bounced ideas around in one form or another for over 6 months.
From our initial ideas the project went through several iterations; we finally decided upon illustrating how someone with a poor quality lifestyle would age quicker and more harshly than someone with a healthier lifestyle. Simple products would obviously help this improvement too of course and we would promote the New Repair Anti-Wrinkle Range.
Then someone came up with the idea of showing a young, beautiful woman ageing (time-lapse style) from 25 to 75 very badly. We could do a quick rewind and then show the young woman ageing more ‘gracefully’. Some shock-factor tactics that we could use on the Simple website.
So about a month ago we started to put the piece together. The first thing to do was to cast two models who could feasibly be the same person at different ages of their life. Once chosen we arranged for them to attend a photo-shoot on the same day, enabling us to have the exact same lighting and feel for both.
Some additional Photoshop and a couple of pieces of animation software later it was looking pretty scary; a time-lapse video with 2 very different endings.
Initially the video was promoted through the national press (Heat magazine doing a massive article showing celebrities aged badly), health & beauty blogs and traditional PR via press contacts. Secondly, Simple’s quarterly email newsletter had a feature on it which also tied into a competition to win a photo of yourself aged. Then finally a version was seeded via a network of social media sites, blogs, forums and of course YouTube.
The Simple website itself had special landing pages that traffic was driven to and an interactive version of the video that allowed the user to pause the ageing process whilst reading skincare do’s and don’ts
First responses are good, with traffic up 800% on the first day of release and 1700% on the second and holding steady at 1700% on the third.
Take a look and tell us what you think – we’d love some feedback.
Posted by Paul Skinner
From our initial ideas the project went through several iterations; we finally decided upon illustrating how someone with a poor quality lifestyle would age quicker and more harshly than someone with a healthier lifestyle. Simple products would obviously help this improvement too of course and we would promote the New Repair Anti-Wrinkle Range.
Then someone came up with the idea of showing a young, beautiful woman ageing (time-lapse style) from 25 to 75 very badly. We could do a quick rewind and then show the young woman ageing more ‘gracefully’. Some shock-factor tactics that we could use on the Simple website.
So about a month ago we started to put the piece together. The first thing to do was to cast two models who could feasibly be the same person at different ages of their life. Once chosen we arranged for them to attend a photo-shoot on the same day, enabling us to have the exact same lighting and feel for both.
Some additional Photoshop and a couple of pieces of animation software later it was looking pretty scary; a time-lapse video with 2 very different endings.
Initially the video was promoted through the national press (Heat magazine doing a massive article showing celebrities aged badly), health & beauty blogs and traditional PR via press contacts. Secondly, Simple’s quarterly email newsletter had a feature on it which also tied into a competition to win a photo of yourself aged. Then finally a version was seeded via a network of social media sites, blogs, forums and of course YouTube.
The Simple website itself had special landing pages that traffic was driven to and an interactive version of the video that allowed the user to pause the ageing process whilst reading skincare do’s and don’ts
First responses are good, with traffic up 800% on the first day of release and 1700% on the second and holding steady at 1700% on the third.
Take a look and tell us what you think – we’d love some feedback.
Posted by Paul Skinner
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