Schwarzkopf

How content can fuel your eCRM-operation

A direct and durable relatioship

Creating direct durable relationships with consumers in the German market. That was the big goal for the Henkel-brand Schwarzkopf.

Strategy

Convince the audience by offering real value

A layered content program including specific UX/UI changes to the already exisiting Schwarzkopf framework. Convincing organic visitors to hit that registration button by offering them freemium content.

Concept

A content-driven eCRM-campaign

Entertaining free content that offers the audience information and inspiration combined with a content wall that convinces people to register at the Schwarzkopf-platform.

Production & Operation

A partnership between content and UX/UI

Together with Salesforce, we built a platform consisting of a diverse set of content layers and UX/UI optimisations. Completely integrated in exisiting technical infrastructure including all of the relevant Salesforce-tools.

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