Date: May 2015 – Nov 2016
Ogilvy Cape Town approached Content Candy looking for creative ideas, on-brand writing and editorial management for Flying Fish’s online portal, www.addsomeflavour.co.za. A relatively new brand on the market, Flying Fish needed a unique voice and a competitive online presence. As the website is for an alcohol brand, an age gate is required before the homepage could be viewed. This meant that the content had to be so compelling that readers would be motivated to fill in the required form.
First things first: research. We looked at existing websites created by alcohol brands as well as brand-owned websites aimed at the youth market. We plotted a comprehensive content calendar based on the content pillars identified by Ogilvy.
We also identified potential collaborators and contributors:
– Gareth Pon was commissioned by Flying Fish to create a unique set of imagery detailing how to take a portrait like a pro
– Trevor Stuurman was commissioned by Flying Fish to cover SA Menswear Week
– Jozi Foodie Fix was commissioned by Flying Fish to find the top 5 hangouts for all-day breakfast in Jozi
The Flying Fish website launched with a selection of blog articles covering the respective content pillars. Following the launch, we also commissioned the aforementioned contributors to write articles and submit photo stories. We also wrote the monthly newsletters as well as the social copy to accompany each blog article. Team Ogilvy shared analytics with Content Candy so we could judge how well the Add Some Flavour content performed; pageviews, uniques, and that all important metric – Time Spent on Page – were under the microscope.