ROLE
CREATIVE ART DIRECTION
SKILLS
PRODUCT DESIGN, CONTENT PRODUCTION
COLLABORATORS
MARKETING, UX DESIGN
ABOUT THIS PROJECT
Food Protection
The ongoing optimization of the Glad® website involves continuously analyzing metrics and performance data to identify areas needing improvement. This process includes user testing and collecting engagement data through the website and social surveys to gather valuable insights. These insights inform the design and user experience of the pages, enhancing user flow and refining web content. Additionally, this optimization effort fosters collaboration between the marketing, research, and development teams.
Role and Responsibilities
As the Creative Art Director for Glad®, I oversee and guide the team’s ongoing site optimization, a monthly task to continuously improve the website. These updates are guided by data-driven design, analyzing traffic metrics and performance to pinpoint areas needing enhancement.
Challenges and Solutions
Each month, our team faces the challenge of making space for marketing campaign activations, often addressed by creating a simple campaign landing page hosting a video ad spot. In collaboration with UX, we aimed to use data strategically to identify key entry points within the entire site and brand ecosystem, providing a more effective solution. One successful approach involves creating assets such as banners teasing campaigns on the homepage, product pages, and other highly visited sections. These activations include interactive experiences like gamified approaches, leveraging third-party platforms like Spotify, incentivized Jebbit polls, "choose your adventure" video content, and personalized emails.
Innovation and Creativity
These activations and video content productions highlight product features and benefits that align with Glad's broader marketing and business objectives. They enhance the user experience and strengthen brand equity. This process includes collaboration with user testing, marketing, research, and development teams, resulting in improved engagement and conversion rates. Jebbit’s quizzes were then used across various channels to engage users, encourage participation, and gather valuable feedback.
Quantitative Impact
Our efforts in monthly emails involve creating and managing campaigns to keep users informed and engaged. We ensure the website runs smoothly with regular updates and technical support, and we seamlessly integrate ongoing marketing campaigns into the site to maintain a cohesive brand presence.
Conclusion
The continuous optimization of the Glad® website has led to significant improvements in user engagement, conversion rates, and overall brand equity. Our collaborative and data-driven approach ensures that every aspect of the site enhances the user experience and aligns with the brand's objectives. These ongoing efforts reflect our commitment to innovation, creativity, and excellence in digital design.
The Piñon Creative is a proud POC, family-owned business with deep cultural roots.
THE SOCIALS
Privacy & Terms