Challenge
As one of Guthy-Renker's premier brands, the in-house acquisition team was constantly developing new creative for WEN Hair care. With only three approved pieces of photography, the challenge was how to create new and innovative designs that made customers click without being repetitious.
Solution
Avoiding the stale pieces of photography, I took a two fold approach: brainstorming new messaging plus innovating around the product shots themselves. Sometimes all you need is a punchy message and a eye catching animation. This was the key that turned this banner into an evergreen creative for Guthy-Renker. The acqusition team even played around with the idea of introducing this layout to other brands it was preforming so well.
A/B Testing
Iteration 1: This banner started out as a non-interactive, single scent layout. The basic typography, colors, and storyboard were solid enough to see promise so the decision to iterate was made.
Iteration 2: Simple headline and CTA (both copy and button colors) versions were created. It was at this stage we gleaned the "A WEN formula for everyone," message.
Iteration 3: Developing that message, I created a variant that displayed all four WEN formulas.
Iteration 4: Since Iteration 3 did well, I took it one step further and made it interactive with rollovers and background changes.
Iteration 5+: Season after season we would reintroduce this banner with the new scent offering for consistent wins.
Innovation
- Utilized ActionScript to create an interactive banner that invited customers to "play" and increased CTR's considerably.
- Experimented with file compression / image construction in order to have 4 separate background images. These effectively grabbed the customers attention to help conversion.
- Developed the effective, "A WEN formula for everyone," messaging for the acquisition team to experiment further with.
WEN Multi Formula Banner Frames - Property of Guthy-Renker®
