Supporting a new product launch with microsite and banners

A leading suncare brand

Objective and brief

• One of our clients, a leading self-tanning brand in the UK, asked Content Formula to help launch a new product into the market.
• Largely through innovative packaging design, the product offered women a way of controlling the intensity and colour of their fake tan.
• The client wanted a website and rich-media banner campaign that effectively communicated how the product worked.
• The client’s lead agency had already set the tone for the launch materials in the press ad. It was important that our work was consistent with this creative.

How objectives were met

• We held a brainstorm to capture ideas that would work across both a site and a banner. We presented our 5 best concepts as mock-ups. The chosen concept was then refined and developed into wireframes and storyboards.
• We developed interactive Flash elements for both the site and the banners. These demonstrated how the product worked. Because the site utilised Flash, we paid careful attention to usability, accessibility and search engine access.
• Using a press kit developed by the PR company, our editors created the content for the site. They performed keyword analysis to identify suitable keywords to integrate into the copy for search engine optimisation (SEO). The content was then taken through a regulatory approval process, and we submitted the completed site for a compliance audit before launch.