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URL: http://www.laurenluke.com
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Key Industries:
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Cosmetics & Toiletries
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Publishing & Media
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Key Sectors:
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Design & Build
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mobile
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Mobile Apps
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Social Media
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Video
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Lauren Luke
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Brief
Lauren came to us at Oil Studios with a clear brief to support and advise her on next steps. We talked extensively with Lauren and her team about what direction they wanted to move in, and settled on an iPhone application as the most logical next step for Lauren and her audience. The core driver was a need to create a sustainable revenue model, which allowed Lauren to benefit from her work while not compromising her brand to fit with the designs of a media owner.
Strategy
Our approach has been to develop a strategy that went beyond simply creating an App. We wanted to bring all of her digital real-estate together and develop a true digital strategy that would take Lauren forward and give significant events and targets over the next 12-18 months. The App is the first phase of this and was developed to grow with her audience, with an in-app purchase for new looks and the ability for the audience to share and experiment with the looks.
What we were keen to ensure was Lauren’s straight-talking style and delivery weren’t lost beneath a layer of artifice. Lauren understands her strengths and why she's been successful; trying to push her into a ‘celebrity’ mould was never going to work and could have done significant damage, alienating her core audience.
Execution
Lauren’s audience is compromised primarily of young women looking for advice and encouragement to try new things from one of their own. By selecting the Apple platform as the launch medium, we felt confident the mobile, iPod and iPad market would put Lauren exactly where she was needed – in the palm of the hand of her audience while you they’re stood in front of the mirror.
Lauren was involved in every stage of the design process, giving her responses to the look and feel at a ‘gut’ level. One of the advantages of knowing her audience so well is instinctively understanding how they would respond to different styles. We began with mood boards and went through them with Lauren marking up what she liked. From there we sketched out the design and functionality before moving to production and build.
Results
We are currently awaiting figures from the App store but sign-up for the app via Lauren’s site are currently at 6000+.
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