Simple Simon says you’re gonna be No.1!

Simple web site helps brand to No.1 UK OTC skincare position by becoming powerful charity, recruitment and partnership campaign promotional tool.

Simple is, today, the UK’s No.1 Over The Counter Facial Skincare brand. Built on over 50 years experience in caring for all skin types, this journey to market ascendancy has been a potent combination of teamwork, product development and powerful market and audience awareness.

Simple takes as much pride in using the right ingredients for your skins’ needs, as it does in creating all the relevant building blocks to help it reach this remarkable achievement.

One of the cornerstones of the program has been the use of www.simple.co.uk as a powerful communications, commercial, recruitment and partnering vehicle. In recent months extraordinary effort and creativity has gone into generating some ‘best-in-class’ campaigns like SkinTrition™, Search for a Simple Star and the Simple Challenge.

As a key part of the Simple Brand team, Idealogy’s Director of Digital Demand, Simon Johnson, and his team were asked to turn these campaign concepts into natural, user-experience driven, on-line environments by using simple.co.uk to it’s fullest extent and incorporating a vivid, memorable and valuable web experience - at the same time providing advice, nutrient knowledge, healthy eating recipes, games, the opportunity to make important charity donations, and a social-media style recruitment platform.

Technically, the front-end campaigns were simple enough (no pun intended) but the back office was a functional minefield. Getting all kinds of publishable data to link and be searchable, from ingredients, nutrients and recipes. Acquiring personal data, encouraging 3rd party voting and behaving like a Facebook style social utility by matching Simple brand characteristics to personal attitudes, values and lifestyles. Using a viable e-commerce model to generate £50,000 of donations for MacMillan, the UK’s best-loved charity, to help improve the lives of people affected by cancer.

And, on the face of it, we did a great job. Such powerful and emotive communication and technical competence has helped push Simple’s brand awareness and, ultimately, it’s market position to the top of the pile.

But don’t let anyone tell you that it was simple getting there!

Posted by Idealogy