ROLE
Digital Art Director
SUMMARY
The United Dairy Industry of Michigan wanted to promote the use of milk around the holiday season. Our solution was a digital campaign that promoted the use of milk in various warm, holiday drinks.
In terms of campaign identity look and feel, we wanted people to come across this campaign in the cold, winter months and feel warm and cozy.
Success metrics called for users to browse at least two recipes (49 percent bounce rate). To encourage browsing behavior and reduce clicks, design strategies included recipes loading via lazy load and all recipe details displaying in a lightbox. This site far exceeded the success metrics laid out up front (results below) and the entire campaign was considered a success.
WIREFRAMES
PROTOTYPES
RESULTS
First three months after launch
%
Bounce rate decrease
%
Time on site increase (2:30 minutes)
%
Pages per visit increase (2.2 pages)
Shh! I’m hiding.