FLOWE(RED): Web design and build
New e-commerce site designed and built by Steak for (RED)
aims to help eliminate AIDS in Africa
Background
(RED) has partnered with the world's most iconic brands to
create (RED) products to generate money for The Global Fund, to
help eliminate AIDS from Africa. In 2010 (RED) broke away from this
model by allowing FLOWE(RED) to create their first stand alone
business venture without any partner brand. FLOWE(RED), operated in
collaboration with Flamingo Flowers, produces arrangements composed
of ethically-sourced flowers and all profits go to helping those
living with HIV in Africa.
Steak were chosen following a competitive pitch to develop
an e-commerce site for Flowe(RED) that would deliver both best
practice transactional functionality, whilst also communicating the
purpose of (RED) and remaining consistent with the existing (RED)
branding.
Work
Steak's approach was to:
- Design the site to minimise customer journey from site
visit to conversion point
- Create a visually engaging experience by deploying slider
functionality to view flowers, whilst ensuring this did not affect
usability of the site
- Use tactical deployment of paid search activity around
Valentine's and Mother's Day
- Utilise (RED)'s strong support across the social networks
- 1 million followers on Twitter and over 500,000 friends on
Facebook and MySpace respectively
Results
The launch of the website coincided with the overall
business launch, which generated huge levels of public and media
interest. Biz Stone (co-founder and Creative Director of Twitter)
even tweeted about the FLOWE(RED) launch!
Within the first month, the site was generating a return
on online advertising spend of 60:1.