Defy Hunger Together
The Charles partnered with Wall Street Journal Custom Studios to create an immersive digital campaign for MINI USA and their ‘MINI Takes The States’ initiative. The initiative tracked the progress of the MINI Takes The States rally over a 14 day period, while raising ongoing awareness for Feeding America who simultaneously provided much needed supplies to key cities throughout the U.S.
- Digital Strategy
- Web Design and Development
A Digital Narrative
One of the main objectives of the Defy Hunger Together Campaign was to showcase the narrative of food insecurity in major cities across the U.S, over a 14 day period. The Charles set out to achieve this with a strategic phased approach to the campaign. The first phase of the launch served as a pre-launch teaser, aiming to provide preliminary information about the campaign, the second stage of the launch painted a clear picture of the MINI TAKES THE STATES x Feeding America partnership using a plethora of user and brand generated content that was being taken live from the road, in addition to tracking the rally's progress with an interactive map. The final phase of the campaign was a summary of the rally and the initiative told through video and editorial content.
"We wanted to design an experience that would clearly communicate the multi-layered components of the campaign, while changing the audience's perception of hunger in America."
A Site Designed for Storytelling
Inspired by the program's positive message and desire to start a broader conversation on hunger, The Charles designed an immersive site highlighting video narratives and a content-driven interactive map to navigate the user through hunger solutions. Telling an authentic story through branded content comes with it's own unique set of challenges, but The Charles sought to overcome this by integrating user-generated, brand generated and editorial content at key and relevant points throughout the site.
Optimized VideoAfter analyzing previous native ad campaign engagement data we decided to redefine the functionality and user experience of a video carousel in the header of the site. Creating a carousel, based on a film strip allowed WSJ to increase video views, duration and overall improved visitor engagement.
Customized MapUsing a unique approach to way-finding, we developed a graphically-rich roadmap of the United States that allowed users to follow along the journey and freely explore multi-media content accompanying each city stop on the rally.
Social FeedA real-time social feed allowed the initiative to engage viewers with the communities and MINI drivers. We built a custom API that allowed the editorial team to curate social content for the campaign and ensure images relating to the campaign hashtags were filtered.
Streamlined for Every Screen
It was just as imperative that these experiences would facilitate conversation while being able to instantly load on as many browsers and platforms as possible. So, instead of treating this initiative with a one-size-fits-all solution, every screen was designed with an interface and user experience solution from the ground up.