Target audience

Health food customers within select geographic locations.

Business goal

To drive users to the Wasa website and redeem the coupon.

User goal

To learn new ways to eat crispbread and save money.

Outcome

Overall first-action rate of 1.16%, well exceeding the industry average of 0.28%.

Working with the client

We kicked off the project with a call to the Wasa marketing team to discuss the goals of the campaign and ideas for the functionality and user flow. With the variety of recipes they wanted to include, we decided to change the creative based on the time of day in order to highlight timely recipes.

I was then provided with recipe images and product shots to get started with building the experience. I referenced the Wasa website to get a better idea of the look and feel of the brand, and built out the banner animation to help guide the user through the experience and draw attention to the call to action.

User experience

The banner opens with HTML 5 animation flowing through product shots and brand messaging, ending with a CTA to learn more. When the user taps the banner, the expanded panel opens.

The panel features a gallery of food photography with links to recipes. The user is taken to the recipe detail page of the Wasa website upon tapping a recipe slide.

The bottom portion of the panel features an offer and link to a coupon. The user is taken to the Checkout 51 app upon tapping the coupon button.

The campaign performed great, with data indicating strong user interest in engagement.

• The overall first-action rate was 1.16%, well exceeding the industry average of 0.28%
• We saw stronger performance on the evening creatives compared to the morning
• The average post-expansion interaction time was 12 seconds for the expandable unit, indicating strong user interest in engagement