Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project by Margot Bloomstein

Author:Margot Bloomstein [Bloomstein, Margot]
Language: eng
Format: mobi
ISBN: 9780123919298
Publisher: Elsevier Science
Published: 2012-01-24T14:00:00+00:00

Communicating the “born” story: Icebreaker apparel tags encourage the buyer to “trace the Baacode” by entering the product's unique Baacode online to “meet the merino sheep that grew this.”

The simple content of a numerical code reminds consumers of the impact of their purchasing decisions and the close ties between the shirt they just bought and the sheep that contributed to it. At Icebreaker.com, consumers can enter the Baacode from a search field right on the homepage. If they don't have a Baacode—perhaps they're interested in corporate social responsibility, but haven't yet made a purchase—they can also just click to fill the field with a demo code. It's a smart bit of interaction design and content that helps fulfill the brand's communication goals.

After tracing the code, a consumer can pinpoint which of more than 100 merino stations contributed to their specific garment. Production statistics, video from the farms, and other media share the color commentary about product origins. This content doesn't ever invade the ecommerce side of the site, but it does offer a wealth of detail for the type of consumer who wants to research his or her purchase—a consumer who typifies the Icebreaker target audience.

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