Don't feed exploitation – a microsite to support Fairtrade Fortnight 2017
At the heart of this year’s Fairtrade Fortnight campaign is the question, ‘Would you love a bargain if the reality was brought closer to home?’
Their short film with the message ‘Don’t feed exploitation’ asks consumers if they would still love a bargain if the reality was on their doorstep. To support the film and activity around Fairtrade Fortnight, we designed and built a microsite with clear supporter actions and gives the film context.
Previous Fairtrade campaign analytics gave us real insights into the users and their habits. Knowing the majority of the traffic would be from mobile and would mostly be direct from social media, Facebook in particular, we created clickable wireframes to ensure all actions were clear and simple to make, with as few distractions as possible. Focussing the journey early on, allowed us to build upon the story and messaging with a clear hierarchy already in place.
Having also tested the prototype with our user group and refined, to further ensure click throughs on the main action and social shares, we optimised the site at every opportunity.
20% increase in mobile traffic and 40% drop in bounce rate, compared to last campaign. 20,000+ engagements in the first 14 days.
For visitors who just want to know more, we developed a section of the site which offers a glimpse into the daily struggles of producers. We used these real life stories to form social media posts and a digital toolkit which the audience would connect with.
Without doubt, Eight Arms are on speed dial for any digital campaigns we work on, as they have the right talent mix of creativity, digital awareness and technical skills.
– Jagdeep Gill