FemaleFirst was launching a new website and challenged Internut to provide a little community and pull on the emotional strings of their target audience, showing that they understand what their female readers want.
Strategy
Teenage girls, single women and mothers were the key target. Introducing the website successfully involved educating the audience about its existence in a unique and memorable way. Since women in the target age demographic also had a sweet spot for chatting and discussing, presenting it in blog form that allowed open commenting and discussion was the main objective.
Creative & Execution
The website design had its own unique personality with floral patterns, calming ambience and a feminine touch. This was done to make readers feel comfortable and discuss openly.
Performance
Although specific results are confidential, the website surpassed year-end traffic targets in a little over six weeks. As the only major consumer-centered blog for this niche, FemaleFirst maintained awareness and market share while the competition poured thousands into traditional advertising.
