02/ Process
The Creative Challenge
<ip_quaker-para>This was the first time that Quaker SG was running such a campaign. The contest mechanics needs to be engaging to attract participants, and it was vital that the campaign educates consumers about the brand, its product benefits and versatility. Over the duration of the contest, the team also needed to operate on an efficient backend system that smoothly facilitates the uploading of all submission entries on a daily basis, and at the end of the campaign, the contest performance needs to be analysed.<ip_quaker-para>
Analysis
<ip_quaker-para>i. Detailed planning for contest mechanics to ensure feasibility and reach.<ip_quaker-para>
<ip_quaker-para>ii. Developing a system that allows for easy submission and uploading of recipes.<ip_quaker-para>
<ip_quaker-para>iii. The site needs to successfully capture Quaker's brand identity while promoting the purpose of SGQuakerChef.<ip_quaker-para>
Strategy & Approach
<ip_quaker-para>An information architecture for the microsite is required to ensure clear campaign user journey and story-telling. It is also crucial to map out all digital touchpoints for the campaign to properly track attribution and performance. Before the live of campaign, a thorough campaign trial run is required to ensure smoothness of campaign run and to establish troubleshooting procedures.<ip_quaker-para>
"The circumstances of life should never be a barrier to good nutrition." - Henry Parons Crowell
03/ Outcome
The Result
<ip_quaker-para>The final result was a microsite that successfully carries the Quaker's branding and message, with its contest page now home to over 260 unique Quaker recipes. A thorough campaign analytics was also presented to team to analyse the performance of advertising channels and web traffic.<ip_quaker-para>
Design
<ip_quaker-para>The Goodness Within<ip_quaker-para>
<ip_quaker-para>While sticking to Quaker's brand colours and identity, the site featured strong visual imagery of Quaker products and the unique recipes that people can create with Quaker Oats.<ip_quaker-para>
Responsive Design
<ip_quaker-para>A mobile responsive design that caters to participants who are submitting their recipes using their phones.<ip_quaker-para>
Contact
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