there's such a disconnect in the way most consumer goods are being advertised online. i found out about this campaign on adotas today and it was such a disappointment.
but let's talk about the good stuff first. the design is gorgeous. very modern and user friendly.
the best part are the video demos for their collection of st. ives elements widgets because what i really hate about downloading widgets is often, i don't know what i'm gonna get until it's on my desktop. and i uninstall them almost immediately because i haven't yet come across a commercial widget that i don't already use iGoogle for. so there.i don't really see why anyone would want these widgets anyway - especially the GOODNIGHT TXT MSGs. does anyone want st. ives to write them a goodnight txt msg? they don't even give you an example of what kind of messages to expect. it all just seems really kitchy to me.
here's where the campaign really starts to fall apart for me.
as a part of the audience (female, buys a lot of competitive skin products), there are some essential question that this site simply does not answer:
- is this product right for my skin?
- where's the swag??? (i.e. discounts, sample offers, etc.)
then there are the hot spots. why does a bottle of cream need to rotate and offer hot spots of information? this is not a car or even a cell phone. you can't even magnify the back details to see ingredients.
then i took a look at their current display ads and they appear to have a deal with instyle magazine to promote a sweepstakes both online and offline, which is great, but is that all you're going to do? we all know how much you can charge for a Flash microsite these days so wouldn't it make sense to dedicate a bigger portion of your ad budget to drive online traffic? don't they want anyone to see the site???
from an audience perspective, the internet is a fantastic place to advertising detailed product benefits because people go online to read and that's a fact. i was happy to see that st. ives did an advertorial which only appears in lime.com.
anyway, i'm sure their offline campaign more than makes up for their online attempt.
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