A clean, innovative digital marketing proposal to promote DAP's "Simple Seal" product online to light DIYers.

 

This web application is part of a complete marketing strategy created by my team for DAP. The rest of the strategy includes packaging redesign, print ads, Pinterest blasts, big data tracking, and a slight product re-branding. I will add the other components later and credit their designers.

Project Type: Digital marketing
Deliverables: Web application
 

The end-user experience was created from the gathering and implementation of research done on DAP's specific target market for this product, " Light and Beginner DIYers." DAP had done some market research, themselves, and gave my team a start in the right direction on who to profile.

 

From DAP

 

-Beginner DIYers
        -42% of DIYers consider themselves beginner
        -Less likely to own a caulk gun
        -Seeks illustrations/photos on packaging
        -Seeks "easy" options and methods
        -Younger & more female users
                -63% are women
                -39% are 18-34 years old

-Light DIYers
        -47% of DIYers consider themselves light
        -Equal mix of male & female
        -More experienced
        -Seeks convenient solutions

 

Conducted in planning phase

 

People who fit end-user demographics at local hardware stores.

- 95% of Light & Beginner DIYers go online for solutions to problems

- 40% Visit a local hardware store and ask an associate

- 15% Simply wing it and go straight to the sealant aisle

- 10% Read home improvement and DIY magazines

 

Hardware store associates who interact with end-users

- 100% report confusion in the sealant aisle

          "Everything looks the fucking same"

- 90% Observe shoppers using their smartphones in-store to find something

          "I don't think Siri can help them"

- 70% Observe shoppers give up and ask an associate out of frustration

- 20% Observe customers give up and leave the store out of frustration

 

THE WEB PAGE
Due to the tech-savvyness and problem solving behaviors of the target audience, the best, most effective solution is an intractive web page that both acts as a digital hub for the entire marketing plan and serves as an introductory and educational resource for end-users. As a slight break from DAP's usual brand style, Simple Seal's unique product page is meant to be easy on the eyes and intuituve for the tech-savvy demographics targeted by Simple Seal.

 

The overall approach is one of tongue-in-cheek humor directed to appeal to the target audience, it is expressed through a series of plays-on-words or clever taglines throughout the marketing strategy. The humor, in addition to the ease of use, is designed to provide an enjoyable experience, not just an "easy" one.