A festive digital animation for L’Occitane en Provence by WANDS Paris
An immersive brand experience provides an enriched environment that encourages audiences to use their senses, to feel involved and to interact. Immersion takes different forms in the brand communication strategy and the adaptation of content creation – transformed physical spaces to invite the public into the brand universe, augmented reality and spaces using virtual or 3D reality, holograms , light projections, play areas, customization possibilities… The new brand content wants to be captivating, different and emotional. The WANDS Paris agency develops innovative approaches and sources the best technologies for their deployment.
The end of the year period represents a key moment for brands that need to stand out. The L’Occitane en Provence brand asked the WANDS agency to think about a concept and an immersive digital experience for all of their markets around the world around their flagship product of this period: the advent calendar. This example highlights the reasons why immersion is essential to achieve marketing objectives.
The benefits of an immersive brand experience
Immersion and its uses in a multi-channel structure allow amplification and resolution of brand goals: memorization by the public, whose cognitive aspects are activated; commitment which is caused by the emotional aspect of the experience; growth notoriety of the brand offering an experience to be shared; and differentiation, through a single line of communication. A study points out that 61% of consumers would be more likely to buy from brands that use immersive technologies, such as augmented or virtual reality and 3D content.
Thus, for L’Occitane, several specific objectives were defined before the start of the project to develop specificities: accessibility the experience that needed to be friendly for users and mobile devices; conversion by encouraging sales of gifts and Advent calendars; a nudge from traffic and engagement; and finally, the ability to collect data and KPIs. The concept that has been developed corresponds to these objectives while providing surprise and mischief.
Combining performance, technology and creativity
The WANDS agency’s approach began with an exploration of the brand’s universe – that of L’Occitane de Provence is rich, authentic, colorful and committed. Of study of brand values and the theme of the year – artisans of nature – as well as a reinterpretation of the illustrative and chromatic range of the universe, a global concept has emerged. The ambition was to immerse the public in the enchanted universe of the brand through three digital activations that integrate with the e-commerce site.
WANDS worked on the art direction, design and development of a immersive landing page with the main objective of conversion. The goal was not only to highlight the advent calendars in an immersive page design and offer a direct “Add to cart”, but to explain the characteristics and differences of each calendar, and their arguments. unique sales. The customer journey has been optimized to define the shortest path to the cart. Finally, a widget invites the public to discover other products. The animation is integrated into the e-commerce site via an HTML or iFrame code, offering an enchanting parenthesis.
The second animation highlights a virtual advent calendar which aims to generate traffic, conversion and engagement in more than 26 countries. The agency imagined a 3D setting featuring a Christmas tree formed from cubes, rotating on a stand and using visuals from the holiday campaign. Each day, a box opens with a click, to reveal an offer, keeping the suspense of discovery for the public. A form allows data gathering and receipt of offers by email. Just like the first animation, this experience is customizable by each country, in terms of images, texts, links and email template. A communication plan accompanies the animation to explain the concept of the virtual advent calendar.
Finally, the third animation is more experimental and involves the participation of the public with a gift finder – through questions and answers to find the perfect gift. The originality lies in the design of the experience, based on the artistic direction of the overall experience and an animation 3D box at each step. After answering the questions, the box opens in an explosion of ribbons, causing surprise, before revealing gift suggestions.
The challenges for the brand were multiple: the importance of being immersed in the brand’s universe, storytelling, adaptation with the e-commerce site of each market, adapted UI and UX, presentation of the USP (unique selling proposition), and the specificities of each market.
An experience deployed internationally
Artistic design, 3D content creation, simple consumer journey, brand immersion, technical development… To these criteria, the brand has added an essential: the international dimension of the project to guarantee the holistic dimension of the brand and allow local adaptation. by several of the countries. Indeed, each experience is customizable by the markets, which can change the text and therefore the language (including Arabic or Mandarin for example), the visuals, the links and the template. Personalization is offered to users through a back office. Additionally, users can be managed by an administrator who can manage different levels of access. Audience data can be securely downloaded by each marketplace. For optimal operation, the integration of Google Analytics in the back office allows a tracking and tracking animations, to obtain the relevant KPIs – number of clicks, duration of sessions, bounce rate… Technology is at the service of an immersive and innovative approach, and invites the user to question themselves in the universe of the brand .
WANDS Paris tells stories and highlights in a strategic and innovative way brands sensitive to excellence, luxury and premium.