Background: While working at Hearst, my role was to be presented with digital advertorial opportunities by clients of Hearst's and to help the editorial team develop strategies on how to leverage the client's products in the digital world of publication.
Brief: In this instance, P&G had a range of perfumes and colognes they wanted to promote for people to buy over Christmas. There was an editorial shoot happening with different gift guides for different 'personalities' of people (i.e. sporty, indulgent, luxury etc.) P&G were working with both Cosmopolitan and Men's Health magazines for women and men gifts respectively. They wanted us to create a gift guide online for users to find the perfect perfume/cologne for them or their loved ones which would lead to the P&G website gift store for purchase.
Challenge: Immediately we knew we didn't want to have two separate websites for each of the users as we felt engagement with the site would be higher if there was a way to have both magazine's websites act as one. Also as a part of the site, we were asked to create a quiz for different personalities defined by P&G that would recommend a specific P&G owned perfume for them based on their quiz results.
Result: We created a responsive single page application (SPA), showcasing a range of gifts from the magazines, as well as P&G. This enabled the user to be lead to one URL and then to be able to toggle between the two sections with ease by clicking a CTA on the left or right-hand side of the site (depending on which version of the site you were looking at). Content was broken into 'For Him' or 'For Her' sections and managed via an Expression Engine CMS uniquely built for the site. As of November 2014, the website had 13K unique visitors to the site. Budget was £50K.
Responsive Javascript-built game asking a series of 10 questions to form a 'personality' for the user and what perfume or cologne would suit them based on the result of their answers to the questions. An algorithm for the test's results was written in a specially built Expression Engine CMS.
This was the Fragrance Tool's result page. It enabled the user to either purchase the product suggested to them, save the result for a later purchase or they could replay the quiz should they wise to.
Cosmopolitan magazine version.
Men's Health magazine version.