THE CHALLENGE

Twelve months ago, REBORN was asked to come on board to develop Midori’s web and social media presence. In this time, we’d notice a major shift in the way people were interacting with Midori online – namely, there’d been a big increase in mobile access.

88% of people visiting the Midori site were also coming there for the first time. With first impressions being crucial, we knew Midori’s site had to work seamlessly from all devices. And with their new brand direction about to launch (‘Midori best mixed with…’), it was the perfect time to make this happen.

THE IDEA

We wanted to bring “Midori best mixed with’ to life across all digital channels. So, whether consumers were browsing for cocktail recipes at home, or looking for event info while out and about, everything would function perfectly.

Using a three-step responsive design, we created three distinct versions of the site, scaling images and content to fit mobile, tablet and desktop computer formats. User experience and communication planning were fundamental to the project. No matter how the site was accessed, it had to flow, make sense and most of all be fun! By including content like cocktail ideas, ‘how-to’ video recipes and events info we made the site worth visiting…and re-visiting. Add to that a Facebook page with cheeky pictures, inspiring quotes and comps to enter, and there was plenty for consumers to drink in.

THE RESULTS

With average visit lengths from mobile and tablets up from 1 minute to 2 mins 43 seconds, the new site improved engagement immediately. Bounce rate dropped drastically from 44% to 21%.Midori’s Facebook page also featured as one of the top 100 most engaged pages in Australia throughout 2012, with 58,029 fans.

Plus, assets created by REBORN have been picked up and used in international markets, and we are currently in talks about working across other Suntory brands. Cheers to that.

CREDITS

Editing: REBORN.
Audio track: "Hot Fashion" by Barrie Gledden/ Jeff Dale/ Tim Reily

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