Team
Wunderman / Adpeople agency
Creative director – Renato Quaroni
Art Director/UX Designer – Allan Zhang
Designer – Kelvin Ang
Content Writers – Amy Donohue, Loke Shi Ying
Planners – Ishita Roy
Project/Account Leads – Sushiv Mathur, Alex Dimasacat
Development – Graphic People (Dhaka)
Task overview
1. Development of a brand new APAC website
Australia http://www.schick.com.au
Singapore http://www.schick.com.sg
Korea http://www.schick.co.kr
China http://www.schickchina.com/
Hong Kong http://www.schick.com.hk/
Malaysia http://www.schick.com.my/
2. Replication, localization and deployment of website to across 12 markets
3. Full handover of website CMS to local markets
Objectives
1. Schick’s objective is to be seen by men as the leader of in male hair removal – the brand that they can rely on for guidance and solutions for their hair removal needs. In the digital space we want to ensure Schick is the first brand consumers see for hair removal needs & that the Schick content fulfils their needs.
2. Improve our brand health measures and grow our brand advocates by building a connection with men via our digital content. To build this connection with consumers, we want to reach beyond just hair removal and engage in topics relevant to our target audience –tapping into their passion points that we share from our FYS position
3. Improve on-going efficiency and effectiveness with proper SCM and SEO set up, wireframe, tagging, content.
4. Short Term goal to develop a digital platform & framework to launch to markets and get their buy-in.
5. Long term goal us to keep engaging our current consumers & gaining new users by developing & executing ongoing content including innovation & news from cycle plan initiatives
Vision Statement
Schick to create a digital world for men that brings to life the Schick Digital wheel for Men in front of a central cms wireframe system and structured to maximize SEO. It should be grounded in FYS with focus the four quadrants, primary on Grooming/Shaving, and the Brand/Product sections.
– Key Messages –
Everything we do as a brand must ladder up to Free Your Skin & that Schick delivers an effortless, refreshing & liberating shave. Schick wants to transform shaving from being seen as an annoying routine into a more meaningful ritual for women. The tone and the manner which we speak should be real & approachable, empathetic, youthful & independent.
This digital platform needs to be a hub for Men to find information to address their specific shaving needs as well as a source of facial grooming and facial skin care inspiration. So there will be a combination of generic Schick Men’s content as well as specific sub-brands content, focused on USP’s & Cycle Plan initiatives.
– Homepage –
Objective:
AWARENESS:
Show the consumer a clear overview of relevant content (based on keywords)
– Product pages should be easily searchable
– Shaving content should prominent and easily accessible: How to Shave content
– Landing page as core representation of the Schick brand image; to flow consistently to other pages
– Product Pages –
Objective:
CONSIDERATION:
Description of product features to compel
– The user to consider (non-ecommerce markets) or purchase the product (ecommerce markets)
– Strengthen regimen selling activity Support content to achieve the above:
1. demo/TVC videos
2. user reviews/testimonials
3. Consumer centric education content (Q&A)
– Q&A/ How to shave –
Objective:
EDUCATION:
Provide consumers content created based on SEO keywords
Objective: ENGAGEMENT:
Make consumers stay longer with content built around a human voice to shaving
– APAC Markets covered –
This will be planned for execution across all markets in Asia
Australia, New Zealand, Taiwan / Hong Kong, Malaysia/ Singapore, Korea, Thailand, Indonesia, Singapore, Philippines, China
– Mobile –
– Site Map –
