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Brief
Cravendale set digital agency, Outside Line, the task of making milk matter…
The dairy brand wanted to bring their mass-market campaign to life and engage with consumers by inspiring passion for the brand and offering benefits few other brands can rival.
Cravendale doesn’t just pasteurise milk – it is finely filtered for a purer, fresher taste and because more bacteria is removed, it lasts longer. Milk consumers make up a huge community, accounting for 98 per cent of the British population. Evidence shows that web users neither search nor browse for milk, offering great social potential in a highly competitive market.
Strategy
Outside Line needed to create an approach that would jolt consumers out of their dairy apathy and make them feel passionate about their choice of milk.
Market research highlights the sentimental importance that a cup of tea commands within a typical UK office environment. Outside Line discovered that many brews were falling below par with “sloppy workmanship” and “no pride in the job”.
Acknowledging that it was time for Brits to make a stand and be proud to put the 'tea' in team, Outside Line set out to turn tea making into an enjoyable, engaging and social activity. Their solution was the creation of Makethetea.com, a playful and innovative digital tool, which embraces the age-old act of making tea, synonymous with British culture.
The site is one of Cravendale’s most successful digital strategies, a ‘Come Brew With Me’ for the office environment that succeeds in bringing groups of people together with Cravendale at its heart.
Execution
The MakeTheTea.com design concept focuses on a light-hearted factory analogy, playing on the notion that tea making is a repetitive and arduous task. Outside Line used cutting edge web design to create a dynamic mix of animated machinery together with soft pastel colours and fun, interactive avatars.
MakeTheTea.com invites friends and colleagues to create tea drinking communities or ‘brew groups’. Anytime a member is thirsty for a cuppa, the tool selects someone at random to make the round, before office dramas about putting the kettle on reach boiling point! Users are able to define their unique tastes right down to the colour pantone, before challenging their colleagues to get it 'just right' and then publicly rating their efforts.
Site guide avatars Bob and Sue provide helpful pointers by means of a tutorial system, which is designed to inform and encourage users to explore, experiment and play. Users are able to take actions from any point throughout the site by clicking on their avatar’s navigation menu, providing instant access to all features - Ratings, Groups, Messages and the much-loved Wardrobe!
Simplicity
One of the main objectives was to offer a simple user journey, facilitating member sign-up, personalisation and activation processes respectively. The implementation of live content updates, for example within the Wardrobe, avoids any unnecessary prompts to repeatedly click ‘save’, therefore creating a fluid user experience.
Customisation
Inspired by popular and ever-expanding online gaming scenarios which boast strong community sentiment, the avatar personalisation technique allows users to customise their entire user journey. This is not limited to their taste preferences, but extends to their whole experience, giving their ‘profile’ a unique appearance and enhancing the social interactivity of the site.
Results
The MakeTheTea.com concept successfully engaged its target consumers, with over 3,500 brews registered every day and a total of more than 2 million brews made since its initial launch in 2008.
The site was redesigned and relaunched in January 2011 to further reflect the quirky brand personality, improve user experience, boost site visits and increase brand engagement, sharing and communication across social media channels.
Since its relaunch, MakeTheTea.com has seen a 60% increase in site traffic, a 60% increase in new visitors, achieving over 5,000 new user registrations and over 40,000 visits to the site.
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