Project Overview: Create a website that appeals to both parents and kids, that focuses on Pirate Brands' best selling product, Pirate’s Booty, while driving awareness to two other brands.
Strategy:
» Connect both the web and social experiences from both a brand and user perspective by leveraging internal creative assets to create new content features.
» Increase overall brand awareness and drive website traffic and allow for frequent website updates with ease.
» Keep the fun, animated look that is integral to Pirate Brands and infuse the site with modern design sensibilities while staying true to the brand’s quirky and fun nature.
I worked closely with our UX, design, and front-end development teams to work through features, interaction and animation with content as our foundation.
Connect the online + social experiences
We integrated social content already being created by the agency to create a social destination on the site.
Crunchy's Cabin
The space we created to share the fun activity ideas Pirate's Booty shared to do with kids.
Treasure Chest
Space to share craft and recipe ideas using Pirate's Booty.
Talk like you ARRR a pirate!
I collaborated with the social copywriter to create a tone and voice for the brand to be used across social and web channels for consistency in brand voice.
I worked with the backend development team to implement rules across the site to change the copy to "pirate speak". For example, any time there is an "a" or "r" together, it defaults to ARRR in the content in navigation and CTAs.
We also created a Pirate Joke Generator.
Our social media copywriter was the head Pirate on Twitter for Pirate's Booty and over the years had created hundreds of pirate jokes. We identified all of the jokes, documented and edited them to align to our newly formed tone and voice and brand standards and developed a pirate joke generator to live on the homepage.
