The Getting Ready Landing Page
After overhauling the business model and reinventing the user experience, DSC’s in-house ad agency was tasked with devising and producing a multimillion dollar TV spot to reintroduce DSC to the world. The ad needed a digital landing experience to accompany this new TV spot and encourage conversion. I was responsible for the strategy and execution of this landing experience. The primary challenge of this project was that the digital experience would rely heavily on visual assets derived from the TV spot, but those assets would have to be captured during filming.
Objectives for the landing experience
Fluidly bring leads into the new landscape of DSC
Serve as a limb of the brand story from the TV spot
Serve as an acquisition tool for the new DSC
Maintain excitement from the TV spot
The Strategy
I worked with stakeholders from the agency and executive leadership to develop a digital strategy pre-shoot. The TV ad was all about showing how DSC had a whole suite of grooming products for all kinds of people with all kinds of different rituals. I came up with two landing concepts. One would use images from the ad separated by grooming vertical and stacked into a long scrolling page, focused on storytelling. The other was a much simpler direct response version, focused on conversion. We agreed that the more image heavy concept had more opportunity to connect with the visuals of the TV spot and would still work to convert as there was room for a call to action in every section.
Capturing the Assets
The wireframe helped us determine what assets we needed to capture while on set. Examining the cast list, I worked hand-in-hand with the agency to plan and execute a separate photoshoot on set for the actors, capturing portraits of our actors in costume performing grooming rituals by vertical. By approaching it this way, we could maintain a visual continuity between the TV spot and the digital experience. We also made sure we captured different scenes from the ad so we could break up the portraits with recognizable scenes. Here is the final ad that served as the inspiration for the landing experience.
Executing the Design
Post shoot, with the images at our disposal, I executed on the designs. I pitched this version here that used steam rising from the bottom of the page to the top that would pique the users interest and encourage them to scroll down, adding a little bit of magic. So that we could showcase all of the characters and amazing portraiture we captured, I had the portraits rotate through the different characters. I also broke up the page with images from the scenes as well. And of course, there were plenty of strategically placed calls to action to encourage conversion.
The Final Design
In the end we went with a version without the steam animation for technical simplicity, a trade off between creativity and practicality for the engineers. We did keep the image rotation. Below is the desktop view of the landing experience. We also changed the hero to include a graphic that the agency created for the ad.
