WHO – The Objectives of the Customer Engagement Strategy.
Reckitt Benckiser, multi-brand company leader in the healthcare, hygiene and home products industry, has chosen IAKI to reposition and revitalize Woolite’s digital communication, a clothes cleaning detergent. The objectives: to create customer engagement among women by going beyond the product’s purely functional communication through the accommodation of the lifestyle concept. A website that is more than a simple sales brochure, it’s something more: a means to power involvement and WOM. The pillars to be respected were: appealing, engaging, product oriented, original, unusual fascination for a detergent.
WHAT – The Customer Engagement Strategy designed by IAKI.
To meet the needs of the client and its public, IAKI designed a fashion social site based on a fashion social media strategy. During the very first brainstorming session, we decided that the Woolite website should not have been a traditional website. We asked ourselves, “why should people listen to the brand?” and “What is the reason for engagement?”, which is different from asking “Why should they buy the product?” The presence of brands on social media is essential; it exists and it is omnipresent because people love to chat amongst themselves, especially women. Then, women were given the chance to write and chat on topics of their interest, taken from everyday life. A container of contents and interests, where women could create spontaneous engagement. Therefore, the starting point of Woolite’s social media strategy was engagement, even before the product showcase.
HOW – The Customer Engagement and the Web Design.
Have you ever seen a site that can turn on and off? There, IAKI designed it. A home page, which immediately allows you to see the world with and without Woolite, with the single click of a button. An impacting home page with strong social appeal, into which we integrated social tools completely moulded by the main key-visual. Twitter, Life Blog and Trend Monitor, dynamic and in constant movement, fuel the eye from the moment it lands on the page. A mood video that starts immediately and embraces the entire home page of the social site, a slice of life of an everyday woman, real, living, alive. IAKI then designed each of the site’s other sections to communicate with each other. A “for you” section which contains contests dedicated to Woolite women, a localized “calendar” section which combines all the most important events in Italy. The product and promotion sections are certainly not excluded, but designed with a new storytelling perspective.
WHY – The Creative Concept of the Customer Engagement Strategy.
After studying in depth the ideal female buyer of Woolite, finding out about her looks, personality and habits, IAKI came up with a plucky and fascinating creative solution that would lead women to identify themselves with the brand, feeling considered as people and not as consumers. IAKI started with the assumption that we would talk about garments, not only considered as “laundry”, but as clothing, apparel, fashion and shopping. Clothes have a strong magnetic component for both the wearer and for those who see them from the outside. What we wear says what we are. This was the spark. Clothes that talk about us, that contain passions and interests, reflecting different ways of dealing with the world around us. For the Woolite project IAKI wrote everyday stories focused on products: nice, fascinating and engaging adventures, where Woolite was presented as a problem solver. Each product appears as a story to tell. Each story is a product to enjoy. It’s made up of customer engagement storytelling, the guideline of the strategy designed by IAKI for Woolite. The customer engagement as a metaphor of all emotional values linked to the everyday life, to being emotional, to values that go beyond the cleaning process and touch the intimate world. “More pleasure for your clothes, everyday” is the international payoff of the brand shaped by IAKi: “the pleasure to wear it”.
THEN – The Results of the Customer Engagement Strategy.
The new Woolite website, designed by IAKI definitely increased visits and visited pages, replying to the client’s requests with positive results.
In comparison with the previous year, with the restyling of the website, visits increased of 61%, the time that visitor spend on the website doubled, and unique visitors were 50%. The Life Blog involved about 10 design, fashion, food, travel and entertainment bloggers; from 2 to 4 posts per months were published. This led to a good level of sharing and traffic.