The Breakdown

Our research showed that 70% of our target audience regularly engaged with clothes online, so our strategy was to take Skip out of the kitchen and into the world of online fashion. My work on the Skip campaign had two parts. The first was mapping out how the campaign would work overall (including sampling, email, and DOOH). For this I created a comprehensive task flow which we used to help sell the idea to the client. This diagram took into account the multiple areas and stages that the campaign had to work across. The aim was to build fame utilising owned, earned and bought media, as well as eCRM and direct mail strategies.

The second part was figuring out how the user would interact with the video content. I had to be creative with the UX thinking, as the idea hadn't ever been done before and there was little precident. The original concept was eventually modified, requiring a light touch which would provide integrated interface control and additional contextual information in a simple and delightful way whilst not disrupting the core viewing experience.

The end result was a fun and informative interactive video which drove fame, increased sales, and gave users a unique and useful way to engage with the brand.