My 7th Heaven

Global cosmetic brand 7th Heaven has sold over 30 million sachets of its award-winning face masks and body products, in 87 countries.

Foundations

With such a successful product and strong brand message against animal testing, as well as a commitment to using natural ingredients, 7th Heaven’s audience is loyal, proactive and are consistently keen to engage with the brand. Much of this is based on 7th Heaven’s ethical credentials. Over the past three decades the brand has been involved in a number of environmental campaigns and reduced its carbon footprint significantly. Key objectives were:

To bring excitement back to the website, create a hub to share PR stunts, detail the benefits of natural ingredients and share with us.

To create a system that integrates with Wyng, a global marketing platform, that can be multilingual and be managed by multiple territories.

Solutions

Traditionally websites are built focusing on one sense – sight. Stimulating a broader sensory website experience is a growing digital trend. Rixxo and 7th Heaven focused on showing the lively, fun experience of using a product by showcasing the treatments, ingredients and benefits. Research showed that users were mainly killing time on their mobile whilst using a facemask, with this in mind we set about making the site responsive but with a mobile led stance; taking an app aesthetic for mobile navigation, enabling users to easily explore. Playful functions were introduced to coincide with product use including visual guides, a mini timer, live selfie social feeds and events listings. The live feed of social media images (UGC gallery) showcased 7th Heaven’s audience engaging with products, posting mask selfies, and giving praise and shout-outs to the brand. An interactive product guide was added for good measure to encourage users to discover.

Update: The site is now rolling out into multiple countries in multiple languages and the engagement continues to increase.

Results

Results at the end of the first quarter showed:

215%
increase in goal conversion rate
90%
faster page download time
40%
increase in UK sessions
19%
bounce rate reduction

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