Approach
StyleSip targets a younger demographic by providing engaging content and social shopping experiences where the demographic already engages (e.g., Facebook, Twitter, YouTube, Polyvore). Additionally, StyleSip capitalizes on the celebrity of its brand ambassadors Audrina Patridge (Bongo) and Selena Gomez (Dream Out Loud) — both integral in receiving coverage and traffic for StyleSip content.
StyleSip.com itself is a portal through which this target can view all of the StyleSip experiences, including social feeds from Twitter, Facebook, Polyvore, YouTube and the StyleSip blog. Engagement is strong with this demographic socially, so our approach continues to be to drive these users into relevant social experiences from StyleSip.com. That way, we establish the site as the primary place of introduction for these users to experience and then engage with the featured brands.
HDC’s design approach took all of this knowledge into account. We built upon the established StyleSip strategy while allowing for simple content management and technical administration for all the experiences. Finally, to connect the dots, we delivered visually integrated social experiences that continue to engage as well as offer social shopping experiences on Facebook.
Solution
HDC worked hard to redesign the StyleSip experience and present and execute the strategy that would optimize the StyleSip.com portal brand and social experiences.
At HDC, we specifically:
- Redesigned the StyleSip experience
- Refreshed the layout and look of StyleSip.com
- Developed new CMS tools for simplified administration of StyleSip blog and site content
- Redesigned social experiences through design compositions – Facebook profile image templates, Twitter background, enhanced YouTube brand channel
- Developed StyleSip Polyvore creative assets and experience
Results
The StyleSip experience continues to be one of Kmart’s most successful online properties, engaging an audience of over 119,000 Facebook fans each day. The Kmart Apparel team now simply — and easily — changes site content through their content management tools, keeping a relevant, ongoing relationship with their target audience.