Heinz

Redefining a 150 year old brand’s digital presence

Boasting a product range of more than 5,700 varieties, Heinz is a much-loved household name, with its beans, sauces, and soups a staple in kitchens across the world.

After undergoing a comprehensive rebrand, Heinz turned to SHOPTALK/DEPT® to accelerate the digital expression of its refreshed brand identity.

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Assessing the landscape

Delivering a design solution for a brand with thousands of products to showcase, that would be rolled out across more than 18 markets, requires detailed planning. 

Before designing the solution, our expert team was sure to understand the nuances, needs, and language of each market, working alongside the global client and each of the local market teams as well as the technical development partner to achieve the desired outcome. 

In collaboration with the client team, we first took an important step back to explore many different ways to amplify the beloved Heinz brands in a digital environment. 

We explored each corner of the brief, free from technical or structural constraints, to identify important visual techniques and approaches that best reflect the brand(s) online.

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Developing the design system

With aims to showcase each of the individual identities and personalities of Heinz’s very well-known, and well-loved, brands and products – Beanz, Pasta, Sauces, Soups, and more – under an all-encompassing Heinz umbrella across multiple, differentiated markets; the work we delivered needed to be both robust and flexible enough to roll out seamlessly. 

A design system was identified as the perfect tool to bring structure and consistency to Heinz’s refreshed web presence. 

Design systems allow for scale, efficiency, and consistency of branding. They are the best practice solution to managing design at scale, providing a universal understanding of the brand’s design principles and their application; ensuring every element of the digital estate meets brand standards, and ensuring a strong identity across all digital touchpoints. 

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With a solid brand identity, a clear understanding of the direction of travel, and a concrete decision on the solution to be implemented, we designed a series of modules, components, and wireframes to form the pattern library. 

Only once we had these creative tools in place, did we build in the structural and technical elements to mold everything into a clear, robust, flexible, and accessible design system that truly allows the Heinz brands to shine online.

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Continual optimization


Following the success of this project, we continue to work with Heinz’s global and local market teams to deliver evolutions of their digital estate, as well as market-specific digital campaigns, and help them to stay ahead of the pace of change in the online world.

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“The team has really brought the Heinz brand to life in digital – building on our recent brand refresh. They are a breath of fresh air to work with. They simplify, move quickly and find quick solutions to all challenges that we throw at them.”

Henry Hepworth, EMEA Digital Marketing Manager at Heinz

Questions?

Creative Director & Co-Founder at SHOPTALK/DEPT®

James Wood

Electrolux

Turning up the heat on Amazon Ads

Frigidaire Case Header

Frigidaire, a subsidiary of Electrolux, has served as a renowned consumer and commercial home appliances company for over 100 years.

Loyal customers rely on Frigidaire for high-quality home appliances, including refrigerators, freezers, washers, dryers, air conditioners, and dehumidifiers.

A full-funnel approach

Since 2019, Electrolux has put its full trust in FACTOR-A/DEPT® to manage its large product portfolio and develop an effective full-funnel approach that helps them not only gain customers on Amazon in the US but also maintain a strong relationship with those customers.

With our advertising and consulting services, we have applied a holistic approach to help Electrolux go from performing well on Amazon to excelling above and beyond.

Electrolux is already an internationally known brand with an established presence on more traditional retail channels. Frigidaire aimed to continue building and strengthening brand awareness when it brought its Amazon business in-house, so elected to sell its inventory to Amazon from the beginning. This posed a unique challenge that led to us pursuing sell-through as the primary performance indicator.

Frigidaire Case Bedroom

Three objectives

The primary objective of this campaign was to build brand awareness, as Frigidaire brought its Amazon business in-house. We also aimed to position Frigidaire at the top of the market from the start.

We focused on building a strategy to help reach our goal of sell-through by positioning Frigidaire to reach many shoppers that were likely to make a purchase.

Finally, we aimed for a high category ranking, to take Frigidaire to the top of the Room & Air category in the US with our advertising efforts.

Our approach

Full-funnel

Location targeting

Incorporating strategy consulting

Frigidaire Case Living Room

Getting to #1

This case was a perfect example of how a brand can fully utilize all of Amazon’s advertising products and achieve great results by implementing them in combination. We built a full-funnel advertising strategy that included all of the Sponsored Advertising products, as well as the Demand Side Platform (DSP).

Leveraged products:

  • Sponsored Products
  • Sponsored Brands
  • Sponsored Brands videos
  • Sponsored Display Ads
  • DSP

Sponsored Brands allowed us to achieve visibility in the upper funnel, but the majority of the budget was targeted on Sponsored Products Ads, as this ad type generated most of the revenue.

This shift allowed us to get to the top of search placements. We have also been using generic category targeting which has driven Frigidaire to the number one ranking in the Room & Air category.

Results

This campaign and these efforts continue to run, and the results continue to improve even more. We hit 65% sell-through – a result that still continues to increase, and occurred even before the peak summer season.

DSP KPIs, April 2022

  • 3% CTR on video campaigns (benchmark: 0.3%)
  • 16.5 Total ROAS (benchmark: 6)
  • >100 Total ROAS in retargeting campaigns (benchmark: 20)

Due to this success, Electrolux has already planned to send more Frigidaire inventory to Amazon.

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JBL

Amplifying JBL’s brand presence on Amazon

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JBL is an American audio electronics brand, best known for producing speakers and headphones. JBL entered the Amazon cosmos as a well-known brand with the goal of maintaining a consistent brand image not only on Amazon, but across its entire web presence and beyond. FACTOR-A/DEPT® took on the challenge of optimizing a huge product portfolio in multiple marketplaces to increase brand awareness and product consideration while staying true to JBL’s beautifully cultivated brand identity.

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Marketplaces

200+

Unique ASINs

3

Product categories

Building a brand on Amazon

JBL asked us to optimize the product content for its very large portfolio on multiple marketplaces, while building and maintaining a uniform brand image in the Amazon cosmos. We needed to develop an Amazon presence for JBL to reach new shoppers and appeal to loyal customers, while fitting seamlessly into its existing e-commerce and corporate identity.

The main goal of this project was to achieve efficiency and feasibility. Cultivating success not only for the present, but also setting up for success in the future.

A comprehensive approach

We took a comprehensive approach, working to adhere to the Amazon content regulations while staying true to JBL’s international brand image, keeping a customer focus and raising brand awareness and product consideration.

When working with such a large portfolio across multiple markets and categories, it can be complicated to maintain a uniform brand image and to optimize the content in a timely manner. For JBL, we developed a master layout / design guideline with a one-size-fits-all design concept that could be applied to every content type in every marketplace.

This, combined with our Amazon expertise and local insight, allowed us to sustainably push JBL’s performance while creating a strong international brand image. In combination with content creation, we implemented content monitoring to ensure the maintenance of the optimized content.

4 Pillars of Brand Building on Amazon

Efficient & relevant content creation

Consistency

Efficiency

Relevance

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Forms of content

(Premium) A+ Content

Brand Store

Brand building on Amazon: We worked with the designs provided by JBL to maintain a consistent brand image across all aforementioned forms of content.

Amazon JBL Brand building on Amazon

Brand building across products: Our design concept ensured a consistent design across multiple different product types.

Amazon JBL Brand building across products

Brand building across marketplaces: By applying our concept to every marketplace, we built a globally recognized brand image, regardless of which country customers are shopping in.

Amazon JBL Brand building across marketplaces

Monitoring optimized content to ensure continued quality

The energy and resources used to create relevant, optimized content for JBL is only fully exploited when it is monitored. Due to the high possibility of content deviation on Amazon, our optimized content does not always remain as the version that is live.

We implemented content monitoring for the JBL portfolio in order to:

  • Notice the overwriting of already optimized content
  • Quickly detect and correct any changes
  • Monitor and adhere to changes in the Amazon guidelines
  • Keep the intended, optimized content live at all times
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Brand presence and time saved

With the help of FACTOR-A/DEPT®, JBL has built a strong, uniformed brand presence across all products, categories and marketplaces. The content design concept and implementation has boosted scalability and will cut time in half for future product optimization.

Questions?

Head of Editorial at FACTOR-A/DEPT®

Katharina Lurz

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Simple Feast

A new e-commerce site for a B Corp food brand

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Simple Feast, the certified B Corporation that offers plant-based meal kits to consumers in Denmark, Sweden and the US, turned to DEPT® to help them deliver a new e-commerce site. As a fellow certified B Corp, DEPT® was perfectly placed to create a digital platform that reflects the sustainability, quality and convenience that Simple Feast stands for.

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Simple Feast puts sustainability first

At Simple Feast, the mission is simple: to create the sustainable food of the future. With their well-composed meal kits, they make it both easy and delicious to eat healthy, organic and environmentally friendly. The menus are developed by some of the world’s leading chefs and are delivered in ready-to-go pots, so busy people can easily gather around the dinner table with great food made from scratch.

The food you get in your Simple Feast meal kit is 100% vegan, organic and locally sourced. And the passion for sustainability doesn’t stop there; all the packaging and delivery boxes can be reused again and again.

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The challenge: a rebel in the Red Ocean market

Subscription meal kits are a ‘Red Ocean’ market, where the battle to attract and retain customers is continuous and intense. In order to succeed in its mission and champion the sustainability message, Simple Feast had to stand out from the crowd.That’s why it was crucial that the new site conveyed their mission clearly, reflecting their brand identity.

The new site needed to make it clear to customers what they are paying for when they buy a meal kit from the market’s green rebel. Choosing Simple Feast is not just a matter of convenience and quality, it’s also contributing towards a better and more sustainable world.

Another goal of the project was to increase sales of Simple Feast’s ‘Essentials’ product range, which includes plant-based yogurt, homemade granola, and jars of comfort food ready to heat up. So, when building the site, it was important to ensure that the Essentials range was introduced as a natural add-on to the meal kits.

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The solution: rebellious and user-friendly

Creative agency Waaitt designed the visual identity which DEPT® then further developed digitally to roll out on the website. The style is strong, bold and unconventional. With its bright colors and crisp fonts, the visual expression communicates precisely the rebellious attitude which is such an important part of Simple Feast’s brand identity.

The site had to be user-friendly and work across Simple Feast’s three markets, Denmark, Sweden, and the US. To reach the right balance between recognizability and rebelliousness, we drew inspiration from best practices in e-commerce and focused on shaking up convention through strong design.

The goal was to create a website that presented Simple Feast as the frontrunners in the food of the future. So we needed to create a design language that cut to the chase and stood out from the crowd. The solution was to turn to raw authenticity. To get to the core of the brand message, we kept the expression straightforward, with grids and images that go all the way to the edge of the page. In other words, we created a site that is just like its brand: simple.

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A B Corp brand that leaves a mark

Simple Feast is a bold brand. Their core product isn’t just another meal kit; it is soul food wrapped in ambition and thoughtfulness. And the same now goes for their site.

Together with Simple Feast, we have created a unique digital representation of the brand. The redesign of subpages is still a work in progress, but the mission to make the brand’s activist spirit shine through is already complete.

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It’s a pleasure to work with ambitious brands that also care about sustainability. That’s why it’s been great to help another B Corp company, Simple Feast, in their mission to make the world a better place, one meal at a time.

Marie Spliid Kirkegaard, UX Manager at DEPT®

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Questions?

UX Manager

Marie Spliid Kirkegaard

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Randstad

Boosting the job market with data-driven solutions

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As the largest employment agency in the Netherlands, Randstad has an enormous database of vacancies and outstanding advertisements for all available jobs. Maintaining an overview of current advertisements can therefore be quite a challenge. Which platforms contribute to conversions? And which job ads are still online when they should be offline? New data-driven solutions make it easier and more efficient for Randstad to show vacancies in the right place and fill them.

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Scalability as a requirement

Scalability is a must for Randstad. All solutions were therefore developed within Google Cloud Platform with the idea that another country within the Randstad Global organization can easily make use of the same technology. Our data models and machine learning applications are generic and can be applied to data from other countries. 

In this way, we developed solutions that are reusable, reduce future development costs for other countries, and allow the business impact of solutions to be scaled up quickly.

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A personalized attribution framework

We created a custom-made attribution framework in Google Cloud that completely fits Randstad’s modus operandi and maps out the entire customer journey of thousands of applicants. A framework that makes it easier for marketers within Randstad to collect data, gain insights and experiment with campaigns to achieve the desired results. The complete attribution framework consists of four steps:

Data collection

Structuring data into customer journeys.

Modeling

Build and automate data-driven attribution models.

Gathering insights

Visualize attribution outputs and then gain insights.

Experimenting

Based on the insights, changes are made to the campaigns through experiments within marketing channels and budgets. This is the step where actual business value is generated.

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A smart supply and demand model

Randstad wants to eliminate or reduce media spend for vacancies that already receive a lot of supply from the market in order to reduce unnecessary costs. Our solution: the demand and supply model. This model uses data sources from the job feed, Randstad’s own database, and Google Analytics to generate the required input variables. The raw data is then transferred to Bigquery, the data warehouse in Google Cloud Platform, and a fill score is calculated on a daily basis. These scores are sent to various databases for the marketing and IT teams to use, helping Randstad to be more data-driven as an organization:

  • Online marketing optimization: the scores are used to determine whether a vacancy should be pushed to paid channels. When the score of the demand and supply model exceeds a certain threshold, it is no longer pushed. The vacancy can however still remain active, but then has a higher chance to receive applicants through organic channels.
  • Platform optimization: the scores can be used for activation on the Randstad website. Jobs that are harder to fill are placed on specific pages to generate more traction.

Data-driven, efficient and cost-saving

The results

The tailor-made solutions we developed together with Randstad help Randstad as an organization to:

  • Become more data-driven;
  • Be more efficient with its media budget;
  • Improve the online user experience of potential or existing candidates

Questions?

Data Scientist

Rick van Sintmaartensdijk

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Wilson

Helping a century-old sports brand find its place in culture

Alongside DEPT®, Wilson repositioned themselves and authored a proactive, authentic mission for the brand and business: “empower every human to live life like an athlete.” 

On this foundation, we set out to refresh the brand identity and execute a digital launch strategy for Wilson Sportswear from concept through production.

The need to stand for something 

Wilson, the iconic American sporting goods brand, came to us at an inflection point.

The company had been at the center of sport for over a century, making world-class hard goods like balls, bats, rackets, clubs, and gloves to give athletes an edge. While their products were well-known by athletes around the world, they were preparing to launch their first-ever apparel line and recognized that the brand needed to stand for something bigger.

We started by shaking down the brand through a visual audit and interviews with employees and athletes to understand brand perception and the role that sport plays in their lives. 

We learned unequivocally that sports matter. They add meaning to our lives. They teach us things. 

How to persist. How to work together. How to fail. And most importantly, that what lies within is bigger than anything that lies ahead.

You don’t reinvent a 100-year-old brand. You find its soul and give it room to grow.

No primetime athletes.

No cut-throat competition. No winning or losing.

Our creative showed only everyday athletes who play for the love of the sport.

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Redefining athlete

“Athlete” is considered a title reserved for a chosen few. It conjures up ideas of physical ability and big-name fame. When people think “athlete,” they think of the ones they see on TV. Blood, sweat, and tears. Walking out of tunnels, arms raised in victory.

Our go-to-market strategy for the first year of Wilson Sportswear was to challenge these stereotypes by representing the athletic spirit that lives inside us all and plays on without expecting anything in return.

Wilson brand identity

Spirited collaboration despite the odds

Design and product development, in sync

The timing of our brand identity work allowed BASIC/DEPT® designers to explore and refine a new visual language for the Wilson brand at the same time their internal teams developed the inaugural Sportswear collection. As a result, we were able to influence everything from packaging to hang tags, even branding on the collection itself. 

Brand guidelines 

Empowering a global team to create with long-term consistency. We crafted an all-new brand book consisting of a design system, photography guidelines, and company culture material. 

Social launch 

A familiar format to carry on the conversation. For year one, we proposed orienting the brand around biweekly “drops.” This construct was proven in the category and gave Wilson a way to establish a heartbeat of product stories based on cultural moments, capsules, and collaborations.

Remote content production

The restraints of the pandemic didn’t hold us back. We were able to safely plan and produce multi-day shoots in LA to sustain the launch phase and months of drops to follow. 

Questions?

VP of Growth

Asher Wren

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SteelSeries

Resonating with gamers across the globe

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SteelSeries has been a leader in e-sports gear for 20 years, and its contribution to e-sports gear has changed the game forever.

The brand prides itself on trophy-like achievements, such as creating the world’s first-ever glass mousepad and designing the most awarded headset in gaming. Having cemented its position as an e-sports pioneer, SteelSeries turned to DEPT® to help tell its ‘Glory Story’ in celebration of the brand’s 20th anniversary.

Until 2021, SteelSeries’ rapid growth had mainly been driven organically by its unparalleled product performance. The successful brand hadn’t started exploring the golden opportunities connected to claiming its brand story and basing it on its unique history and the immense role the brand has played, and continues to play, as a challenger of the status quo in the world of e-sports gaming gear.


As SteelSeries reached its 20th anniversary in 2021, it became clear that there was no better time for the brand to tell the world its Glory Story. For two decades, SteelSeries had fuelled the gaming industry by creating innovative new products, designed specifically for e-sports and passionate gamers everywhere. With millions of new gamers around the world constantly entering the market, the brand wanted to find a compelling way to share this heritage. Together with SteelSeries, we crafted an innovative campaign that resonated with gamers across the globe and turned 20 years of brand history into a 20% increase in brand awareness.

The strategy: making ads that gamers want to share

It was clear to both SteelSeries and DEPT® that the brand’s rich legacy was an untapped goldmine of growth opportunities. However, as we ventured into this uncharted territory with a wealth of material to choose from, a number of challenges presented themselves. The main questions were:

  • How do we turn this into a cool and engaging story rather than boring self-praise?
  • How do we strategically pick the right stories or achievements from the SteelSeries legacy?
  • How do we best communicate these awesome stories to gamers who do not tend to watch 30-60 second flow TV commercials?

First and foremost, we needed to find ways to connect with different types of games. It was clear that relevance was the key to success, so finding the right messages and choosing the right channels was crucial to driving and maintaining interest.

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The solution: ad sequencing with tailored storylines

To craft compelling content that would appeal to the target audience, we focused on three elements: enlisting leading creatives; targeting two core target audiences, and using ad sequencing for tactical storytelling.

Awesome creatives

Ensuring that the campaign would feel just as cool as the digital realms in which gamers immerse themselves was paramount. SteelSeries enlisted top-notch creatives to portray the world that gamers know and love; the world of gaming.

Smart targeting for smarter storytelling

We identified two core gamer groups and custom-built the narratives of the brand story to match their specific characteristics:

  • PC console gamers: we showed them that we understand that SteelSeries is, has always been, and will always be a by-gamers-for-gamers brand. This was visualized through a series of gaming moments that make gamers feel glorious. We also showed them our long line of gaming innovations and how they’ve continued to elevate the performance of gamers everywhere.
  • E-sports gamers: we showed them our huge involvement, support and commitment to the e-sports community, centered around the fact that e-sports pros have won more prize money with SteelSeries than any other brand.
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Ad sequencing for tactical storytelling in the digital world where gamers live

Having outlined the big idea and how we wanted to customize this message to each of our audience types, we wanted to ensure that we not only met the gamers on their preferred platforms; we also wanted the campaign to stand out as the extraordinary story that it was. It had to be more than just another marketing campaign. 

To achieve this, we made use of a number of tactical elements. With first-class visual content, strong storytelling and bold, attention-grabbing statements such as “if you suck, that’s a problem we can’t solve” in place, what we needed was to get gamers to start watching.

Initial testing of non-skippable ads showed that these did not achieve the significant impact that we were looking for,  so we needed to find a different tactic to pique the interest of our target audiences. Using ad sequencing on YouTube allowed us to divide storylines into shorter segments and craft them into sequences tailored to each target audience to increase the chance of catching the gamers’ attention. 

Moreover, if a gamer skipped an ad, we used customized messaging based on the gamer’s previous interaction with the campaign with ad copy such as “we know you skipped our last ad, but you’re really missing out”. As results quickly showed, combining ad sequencing with this approach significantly increased the chance of catching the gamers’ attention and seeing them complete the remainder of the sequence.

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The results: 85 million views and a 20% increase in brand awareness

Fast forward a year, and the campaign has been watched more than 85 million times across 30 countries. Moreover, gamers expressed their love for the campaign across social media with comments such as “the first ad I’ve watched in its entirety” and “this is the mother of advertisements”, among hundreds of others. 

And the result? A 20% lift in brand awareness, significantly above YouTube and Facebook benchmarks. With the Glory Story campaign, SteelSeries has succeeded in claiming its brand history and harnessing it to boost brand awareness among its core audience. And it’s only the beginning, says SteelSeries CMO Kathryn Martinez:

“Ultimately, it’s been incredible to see that we have a story worth spreading. It took a leap of faith, but thanks to this campaign we know there’s an audience out there that really wants to hear from us. And we have so much more to say – there are many more levels to this game.”

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Questions?

Chief Client Officer, DEPT® Americas

Ashley Streb

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Capti

An immersive digital experience for the future of at-home fitness

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As a longtime player in the fitness industry, Interactive Fitness Holdings, Inc. is pushing the field forward with a new smart bike that transforms at-home cycling into an immersive adventure. From heart rate training and instructor-led classes to dodging dragons or riding under the sea, the Capti bike merges physical cycling with an ever-evolving digital platform that offers something for everyone.

They tasked DEPT® with designing an intriguing digital experience to capture pre-orders and generate excitement around the smart bike’s launch.

Because Capti leverages immersive design and gamification to draw their audience into the world of fitness, we approached their website with a similar sense of fun and adventure.

We fused imagination and cutting-edge technology to reflect the innovative nature of their brand while positioning them at the unique intersection of home fitness and virtual gaming.

To gain an in-depth understanding of the smart bike and the vision for the new brand, we conducted an immersion workshop with the Capti team and tested out the beta product.

We then synthesized our collective insights to set measurable goals, establish clear expectations for our collaboration, and develop a strong foundation for the new digital experience.

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Elevating the physical product with digital design

With a focus on development, integrations, QA, and animations, we designed a digital experience alive with whimsical creatures and engaging content to drive demand and encourage users to explore the Capti brand.

We worked alongside the members of Character and Outerspace to elevate Capti’s look through an intentional color palette, elegant silhouettes, powerful videography, and a visual language reminiscent of video games—down to the glitchy green highlights and futuristic typography.

We showed off the unique physical features of the bike and its interactive technology, from the 24” touch screen to the Terrain Adapted Resistance™. Our teams also developed a timeline to illustrate the evolution of their products, leveraging the company’s history to build trust and anticipation for their newest release.

Building a narrative to drive pre-sales

Through rich animations and renders, engaging lifestyle content, and digestible copy, we developed a dynamic narrative around the smart bike’s functionality.

We pulled stats, graphics, and animations from the games and incorporated them throughout the site to educate people about the product and inspire them to join the Capti community. We also used the bold aesthetics of the new brand to create a cohesive experience across platforms, fully immersing users in the Capti world from the moment they discover the website to their first smart bike adventure.

Questions?

Head of Marketing US

Kristin Cronin

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Sony PlayStation

A platform for the game-changers

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Sony PlayStation revolutionised the gaming world with groundbreaking entertainment, revolutionary graphics and gameplay. It delivers unbelievable experiences and incredible adventures allowing players to delve into new worlds with access to whole universes in the palm of their hands. With a growing network of 80-million active users, Sony PlayStation is celebrated for its innovative products and services. Sony turned to DEPT® with the vision of allowing its global audience from all corners of the world to purchase their official merchandise.

E-Commerce Enterprise

Through integrating the range of digital expertise within DEPT®, the PlayStation Gear merchandising platform was born and released throughout Europe. CentreSoft, the UK’s leading multi-format specialist distributor of video games, contracted DEPT® for the project on behalf of Sony. DEPT® strategists analysed the logistics of the retail venture, whilst our creative and technical craftsmen designed and built a bespoke e-commerce platform that boasts a truly interactive online shopping experience. The marketing team optimises the website, ensuring optimal performance and search visibility for the brand new domain. Launch campaigns were executed to introduce the storefront, engage with target audiences and increase traffic. 

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Merging gameplay with online shopping

The Approach

Taking UX to the next level

Code for international conquest

Immersive design

The Result

Collaborating with Sony PlayStation to design, build, and launch a new multilingual e-commerce storefront throughout Europe was a massive achievement for DEPT®. The entire build from wireframes and planning, through to coding and tactical implementation took less than 6 months to complete, as the project was expedited in order to be live for the world’s largest gaming conference, E3 Electronic Entertainment Expo, and to partake in Sony PlayStation’s annual ‘Days of Play’ campaign. The initial release of PlayStation Gear was highly successful and laid a solid foundation for continued growth.

High search visibility

Prior to launch, as a brand new domain, playstation-gear.com had no visibility on search engines. Using a range of tools to monitor site performance, conduct behavioural analyses and optimise accordingly, the website is now approaching 3 million sessions. Over 650, 000 sessions are from organic search and almost 500, 000 are from paid search, as a result of executing organic and paid campaigns; the channels work in tandem, ensuring PlayStation Gear is positioned in a prime position within the search engines.

Organic search reach

PlayStation Gear has grown in organic visibility for a range of brand, product and generic search queries since its launch. Each version of the multilingual platform appeared in over 2k core search queries which were instrumental in driving traffic and conversions. With over 650 root domains link to the website providing 76k+ backlinks, organic visibility is continuing to grow. In a single month alone, organic search has driven 82k sessions to the site.

Since launching in May 2017, PlayStation Gear has won multiple awards and is continuously praised in the gaming-community and over social media. Working in an agile way, under such a tight deadline, has strengthened DEPT®’s relationship with Sony and has led to a long-term partnership.

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Questions?

Executive Creative Director

Jake Welsh

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SteelSeries

A next-gen collaboration

SteelSeries has fueled the gaming industry by creating innovative new products, designed specifically for eSports and passionate gamers everywhere. However, SteelSeries had reached a point where further, substantial market share growth could no longer be achieved by simply investing more media budget into the lower funnel marketing activities. Together we’ve evolved SteelSeries’ media strategy to embrace the full customer journey, acknowledging the consumer path is a journey and the first step isn’t a purchase.

Implementing a full-funnel messaging and buying strategy to raise their brand awareness

The Approach

Having built a sound lower-funnel marketing foundation, it was time for SteelSeries to start focussing on the brand’s long-term growth. Together, SteelSeries and DEPT® joined forces in rethinking the media investment and strategy, ultimately implementing a full-funnel messaging and buying strategy to hone in on raising brand awareness and, ultimately, meeting SteelSeries’s ambitious growth targets. A project that started with a structured KPI approach that gave us the possibility to measure the branding activities for each step of the customer journey.

By measuring success on each step of the customer journey, the marketing budget was optimised between lower-funnel marketing activities and upper-funnel branding focused activities. A keystone in the project was the company’s “tried & true” channels: Facebook and Instagram. We also took it a step further and introduced the brand to a new social platform: Snapchat. We tailored the messaging to better speak to new users who were unfamiliar with the brand. We prioritised video ads and tested new, engaging ad formats like Instagram Story polls and Snapchat Story ads. With humour and catchy slogans, we built a new tone of voice and brand story.

During the project, we continuously made improvements and gathered learnings along the way which ensured that the strategy only grew stronger as we progressed. This, together with smart bidding, real-time pricing strategies and ongoing analysis based on the KPIs we set from the outset, ensured that we outbid the competition and that SteelSeries maximised the impact of every dollar spent. By combining all assets in a knowledge bank SteelSeries is now equipped with best practices around creatives, formats, platforms, audiences and strategies. This will ensure the full-funnel messaging approach and strategy will only grow stronger throughout the year and into the next to come.

This is just the first step in implementing a full-fledged marketing strategy which will now be implemented widely across the full marketing strategy, including YouTube as well as other channels, now that SteelSeries have tested and proven a solid foundation for its long-term growth plans.

Questions?

Strategy Director

Mille Munk Sørensen

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