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Specialist digital and eCRM agency Underwired Amaze has created a brand new website for FMCG giant McCain Foods, designed to evoke emotional connection through the use of innovative creative and personalised content, which is tailored depending on the visitor's behaviour on the site in relation to the eCRM programme's segmentation.
Brief
Underwired Amaze's brief was to create a new website for mums with busy lifestyles, however, unusually for a global brand, no brand guidelines were issued for its look and feel, and the visual brief was directly linked to users' emotional attachment and sense of discovery.
Strategy
Having already executed a hugely successful eCRM strategy for McCain, which increased sales revenue by 38 per cent during the first six months of the year, Underwired Amaze has created a stunning online experience taking users on an interactive journey to destinations through woodland walks. Users can play games at the Fair, learn how to make their own bird feeder at the Farm, or visit the Kitchen, which is filled with useful content such as local event information, downloadable money-off coupons and video recipes, featuring Loose Women's Andrea McLean.
Viewing content and interacting with the site is rewarded with 'Spud Shillings' that can be redeemed for money-off vouchers from a range of high street brands. And the visitor's actions on the site feed an automated, site-level learning system that infers likely segmentation and serves increasingly relevant content and offers, in effect delivering a site-level behavioural targeting model to support the eCRM programme.
Execution
The website - which has been built using the Agillic platform - will be promoted on packaging, via TV ads, Facebook, and with coupons and brand partnerships.
Results
Jason Holland, Creative Director at Underwired Amaze, commented, "Our aim was to make using the site really memorable, and something people want to tell their friends about and visit again. One of the key features is that it gives users the feeling they are interacting with a real life environment, rewarding them with engaging, relevant and useful content at each different location."
Nicola Ech-Channa, Communications Manager at McCain Foods, commented, "Using the consumer insight we've gained through our eCRM programme, we've created a website that will not only help us to build an emotional connection with mums, but also to reward them for spending time online with the brand. We've been working towards this for some time and are thrilled with the results."
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