CLIENT

.ME

SERVICES

Creative Direction
Campaign Design
Brand Positioning Strategy
Digital Advertising

METHODS & TOOLS

Brainstorming
Journey Mapping
Mind Mapping
Persona Building
Assumption testing
Visualization
Concept development

PROBLEM

.ME needed to increase awareness and growth of their domain extension. Previous work with another marketing agency guided them toward an outreach strategy with failing results.

PROCESS

In working with the B2P marketing agency and Que Commerce, we helped develop a new creative direction for our .ME client. Our team’s first step was to analyze what went wrong. The previous marketing agency had used a gut-based stylistic approach that provided lackluster results. Knowing now what went wrong, our next step was to brainstorm possible user groups that would find this domain extension appealing. Using mind mapping and some persona building techniques, we developed many possibilities and tested those in the field to narrow down to three possible groups. In the next iteration, we created several headlines and tested conversion using google ads. This approach allowed us to narrow down options to those that garnered the most response. We then chose some visual strategies for each of the three groups and tested those with Google display ads. The most successful visual direction for each group was selected for the final launch. Finally, we developed a booklet for creative guidance for the client’s internal design team to execute future assets.