Coinero Pakistan required a Digital Partner to launch their flagship media property HIP Pakistan. The brief was simple. Create something that they could easily manage themselves with the ability to upload new content and multimedia as and when they were written, but with controls over when it was published. Media Idee was chosen due to their unmatched expertise working in cross-channel solutions and an understanding of the technology to run high profile, high traffic sites. The content management system would be key as HIP news especially related to fashion and celebrities come and go in the blink of an eye — so the HIP Team needed to be able to react even faster or be relegated to the bargain bin. The system would also have to work to incorporate publishing and ad servers as well as distribute content across social channels within a heart beat of the content’s upload.
Media Idee also took upon itself as a challenge to create an enhanced catalog for the photography on the site (a sure traffic puller) and create digital experiences that highlight the latest and greatest in the industry — while they’re still relevant. Stated simply, we put the freedom and power to build compelling marketing and content experiences in HIP’s hands.
The platform built on the popular content system WordPress, allowed HIP team to bring their customers closer to the runway, the show, the launch, the movie or anything they wished with enhanced interactivity, rich multimedia experiences and the ability to seamlessly integrate social functionality — allowing them to go from concept to creation faster than their audience could say, “That’s so…HIP!”
On the homepage, the content column was divided into sub sections representing the feature articles of each channel on the site. The general structure of the designed layout of each web page contained a significant article including an image, headline and thematic introduction. Aging content which was less hip was represented only by a headline and a key-phrase. To access the complete article, its associated images and related text one had to click on the headline. The general tone of the site was more straightforward and factual in its approach to communication. The UX whilst considerably and effortlessly communicated to the target audience.
The figures already are encouraging reading, suggesting that the strategy to engage distinct audiences of those coming new to the media brand through a focus on stories – is already delivering ahead of expectations.
Media Idee also developed the visual style for the media brand. Working closely with the HIP team – creating collaborative mood boards to gather stimulus from the team – Media Idee came up with a visual identity that was truly HIP. The challenge was to create a robust brand language that was endlessly adaptable, flexible and immediately recognizable. The visual language communicated ‘Trendy’ from trend lines running between the sections to textures that truly reflected what was HIP, the design language catered to the young, fashion conscious and HIP crowd.
Presenting the wealth of content we have in a way that enabled our audiences to easily find the information they come to the site to find was identified as one of our biggest challenges. In practice, however, Media Idee team made this part of the process seem relatively simple, and working with the client we have made the site a more engaging destination with very high time on site metrics well above industry norms.
Making sure the site appeals to the varied users requires a significant investment in understanding those audiences. We also felt a real sense of responsibility on this project. When you’re dealing with a new brand and hoping to create a passionate fan base you really want to ensure you’re reflecting the brand appropriately online. The close working relationship with the team at HIP and the time spent getting under the skin of the audiences have really helped us to develop a site that we feel is as HIP as we think it is.
Beyond just creating a HIP design, Media Idee team was also responsible for creating engagement and generating traffic to the site via its SEO services.
Within a few months, HIP Pakistan was leading the searches for some of the most sought after keywords in Pakistan including its own related and for the leading entertainment topics in the industry.
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