Fat Face embrace the ‘widgetsphere’
Having heard Will speak at a training event, the direct marketing team at clothing retailer Fat Face appointed NixonMcInnes to help them understand how social media could help them engage with their customers online.
Fat Face create great content for their offline marketing and generate a loyal active sport audience through sponsorship of events such as the Night Series.
Initially we identified the key target audiences and advised on how to distribute content across the wider web, through the use of online properties and social networks such as Flickr, YouTube, Upcoming, Facebook and MySpace.
Fat Face were specifically interested in learning more about how their brand could be further distributed online through the use of widgets - engaging with their audiences online by creating something fun and useful enough to help spread their brand virally.
Translated.
We held a creative workshop to bring the Fat Face marketing team up to speed on the ‘widgetsphere’ and generate ideas for a suite of widgets.
Within the workshop we held a structured brainstorm session to identify Fat Face’s audiences and the different types of widget ‘hosts’ (i.e. the people who take the widget and place it on their online or private space) available to us.
After using a matrix to measure each audience by size, viral potential, web ‘savviness’ and revenue generating potential, we chose to concentrate on the areas of sports and travel. This enabled us to identify both the content assets and aspects of the brand that Fat Face could utilise in a useful widget.
Created.
Following the workshop we further developed three of the ideas into paper prototypes, mocking up the user experience as wireframes and developing a full technical specification.
This provided Fat Face with everything they needed to develop their suite of widgets:
- clear wireframe diagrams
- detailed technical specifications
- straightforward plan of next step budget and timeline
Delivered.
These activities have helped Fat Face identify a strategy for creation (build), distribution and promotion of bespoke Fat Face widgets that can be integrated into their online marketing strategy on an ongoing basis.
For an easy-to-read introduction to the world of widgets please see our free eBook - Chapter 2 in our series of Marketer’s Guides to Social Media.
