St. Ives has rolled out its first digital initiative last month with its latest campaign. Together with the print ads, its online campaign hopes to put its Elements line of products as part of the approach toward living a better life. Targeted for busy adult women, its minisite, Get a Happy Face puts a happy, optimistic spin on caring for the healthy skin and attitude toward healthy life.The site introduces the company's Elements line and each product is paired up desktop widgets or piece of content that fits the product. They are a downloadable desktop weather widget that shows 3-day outlook and sun intensity for the day, another widget for setting and tracking personal goals, a simple workout guide, a bed-time text messaging service to build confidence and provide skincare tips, an ecard, a getaway sweepstakes, relaxing mp3s and screensavers, and a contagious laughing baby video to give the face a "healthy glow" from laughing.
St. Ives' site is among similar moves taken by brands to target the audience online with lifestyle initiatives like Pepsi's Tava campaign. To see my earlier posting on Tava, click here.
