NH
the problem
whirlpool
case study
Appliance manufacturers often suffer from weak, undifferentiated brand identities, which result in a commodity-type market with little
opportunity for margin enhancement or business leverage with retailers. Historically, Whirlpool’s advertising lacked consistency and
impact, and was far too focused on features.
the solution
A set of brand assets were established that could be used in all integrated communications – most notably the goddess figure icon,
which represented the effortless power delivered through Whirlpool’s innovation. A new, blue brand color and font style enhanced our
“Just Imagine” corporate tagline. Part of the brand relaunch involved a site and interactive advertising redesign to reflect the new look.
the results
After driving the Whirlpool brand to No. 1 in Europe, we exposed the “goddess” campaign to U.S. and Latin American consumers. We
learned that by shifting the strategic premise from “empowerment” to “the power and magic of innovation,” the campaign would
achieve greater success here. The print advertising increased website visits 75% since the break of campaign. And the banners typically
sustained a .5% CTR.
NH
description:
as part of the brand relaunch
the whirlpool website was
redesigned to reflect a new
branding look. it incorporated
the goddess figures which
represented effortless power
delivered through whirlpool’s
innovation.
whirlpool
home page
NH
description:
sub-level pages were
reorganized into three sections.
i want a whirlpool. i own a
whirlpool, and we are whirlpool.
whirlpool
sub-level page
NH
description:
whirlpool banners typically
sustained a .5% CTR.
whirlpool
banner
NH
description:
landing pages included forms
with a short series of questions,
a viral component and a
subsequent thank you page.
whirlpool
landing page
NH
description:
whirlpool emails typically
featured two products and
various offers were tested.
whirlpool
email
NH
description:
landing pages included
forms with a short series of
questions and a subsequent
thank you page.
whirlpool
landing page
NH
the problem
garnier, usa
case study
Gariner USA needed a site which would support and extend the existing marketing efforts in both the US and Europe. The site also
needed to feature two product lines and appeal to two target audiences, teenagers and the 20-40 year-old market segment.
the solution
We worked with Garnier in New York and Paris to ensure consistency across all of Garnier’s web sites and advertising messages. The
Garnier USA site was designed to tell a product's story, provide product details and specifications, answers to frequently asked
questions and present testimonials.
the results
The Garnier USA site featured easy-to-use interfaces, navigation and interaction. On the front end we used Flash, HTML code and we
also worked on backend database integration. The result, a site that worked seamlessly with the European sites and supported all
marketing efforts.
NH
garnier, usa
description:
we incorporated into the Garnier
USA site the beauty bar, which
was a concept developed by
Garnier in Europe.
we then designed the site to
work in sections much like the
sections of an orange, mirroring
elements used in both Garnier’s
advertising and packaging.
home page
NH
description:
the site sections included a
welcome area, a beauty lounge
which answered frequently
asked questions, a section on
well being, product information
and a game zone.
garnier, usa
sub-level page
NH
description:
emails and landing pages
included forms with a short
series of questions, a viral
component and subsequent a
thank you page.
garnier, usa
email
NH
the problem
lancôme
case study
Lancôme wanted to move potential buyers closer to product purchase by providing either free product samples or provide the opportunity
for customers to enter sweepstakes online.
the solution
Banners with different offers were tested on various sites. Some with viral components, some without. Applicants were asked to fill out
short questionnaires before receiving free samples. We also tested banners with pure branding messages to see how they would stack
against banners with offers.
the results
We were surprised by the age and gender of customers we were attracting online. This resulted in an extensive study by Lancôme to get
greater clarity into their online market and to find out what they thought, what they liked and how they went about seeking it.
NH
description:
lancôme banners with offers
typically sustained a .5% CTR.
lancôme
banner
NH
description:
landing pages included forms
with a short series of questions,
a viral component and a
subsequent thank you page.
lancôme
landing page
NH
description:
theses banners invited
participants to join a treasure
hunt that took them through the
lancôme site.
lancôme
banner
NH
description:
lancôme banners without offers
typically sustained a 3% CTR.
lancôme
banner
NH
closet factory
case study
the problem
Closet Factory, the nation's leading franchise in custom closet systems has more than 117 territories throughout the world.
the solution
With that in mind, we created the Closet Factory website to help refresh the brand and serve as a virtual community for both customers
and designers. The design of the website and content worked together to create a place where the customers could get a feel for the
design process and become familiar with the building experience.
the results
Since the relaunch of the website in 2001, the average visitor session on hybrid Flash and HTML site is double that of the previous
HTML-only site.
NH
closet factory
description:
the closet factory website was
designed to be a virtual
extension of the brand - in it’s
look and feel. Even the
navigation systems used custom
closet drawers as design
elements to organize website
sections.
home page
NH
closet factory
description:
serving as a virtual community,
owners could meet designers,
create custom closet solutions,
choose from various personal
styles and arrange for building
and installation online.
sub-level page
NH
the problem
heald college
case study
Heald College, established in 1863, is a nonprofit, regionally accredited institution with 11 campuses throughout California, Oregon
and Hawaii.
Typically, a potential student who is ripe for Heald College is usually a person who is unsure and unfocused and may not have any idea
of what he or she wants to do. With that in mind, we wanted to communicate that Heald offers business and technology degrees—in
just 18 months.
the solution
We created a website where High School Seniors and their parents could learn more about Heald Colleges. It provided information about
Heald’s academic programs, campuses, courses, calendars, events, facilities, admissions requirements, career information and financial
aid. It also enabled prospective students to tour campuses, download forms and chat with other students.
the results
Heald Colleges is currently getting approximately 50% of it’s inquiries through the website. And we have increased overall traffic by 23%
since website redesign.
NH
heald college
description:
we created the heald college
website to help refresh the brand
and provide a place where high
school seniors and their parents
could learn more about heald
colleges.
home page
NH
heald college
description:
sub-level pages provided
information about heald’s
academic programs, campuses,
courses, calendars, events,
facilities, admissions
requirements, career information
and financial aid.
sub-level page