WordPress  & Flash Set a Corporate Notion into Motion

InZone Brands wanted Genuine to create a visual representation of the company’s motto: “Meet us at the intersection of healthy and fun” for its three kid-friendly consumer product lines: BellyWashers, TummyTicklers, and TummyTickler Tots. With a splash of color and a set of powerful Flash animations, Genuine painted the picture for moms and kids alike.

How We Helped

InZone had a number of value propositions it needed to make clear to its consumers: that its products were designed to be exciting for kids, to make life easier for moms, and to provide a healthful alternative to high fructose corn syrup drinks with many artificial additives.

All of the brand’s websites were built on top of WordPress, making it easy for InZone to update content after the sites were launched. The opening Flash animation prominently featured InZone’s products in a fun animation that emphasized the products’ key features. To open a dialogue with the brand’s target audience—moms—we created video testimonials from real consumers, called attention to the products’ nutrition facts, and set up a photo gallery for moms to submit photos of their kids to the brand. In the “For Kids” section, InZone included coloring sheets and an archive of all its product toppers.

Drupal and Flash at the Crossroads of the Web/Video Convergence

In redesigning the MFA website, Genuine wanted to capture the sheer size of the museum and its extensive collections in the user experience. The MFA wanted their new website to reflect the very personal, awe-inspiring experience visitors of the museum share when interacting with its collections. We did this through powerful photography, engaging full-screen video, and a clean, navigable user interface that encouraged exploration.

How We Helped

The museum experience is an interactive experience, so user interaction was a big part of the redesign. On top of implementing a comprehensive search that enables visitors to access all the museum’s artwork online, we carefully categorized all the museum’s collections to make it easy for visitors to find artwork. We also empowered visitors to tag individual pieces, store collections in their My MFA Account, and share artwork with the social web.

Goodbye Airfare, Hello Telepresence: Remote Video Presentations

Often, the end result of the convergence of the Web and video is edutainment, one of Genuine’s specialties. MassMutual enjoys a nationwide reach, but when it comes to flying over their prospects to experience a sales presentation in person, the reach can hurt with massive travel budgets. Enter Genuine and a 3D “Rotunda” project.

How We Helped

The Retirement Services team at MassMutual wanted to save money in travel expenses by creating a virtual visit microsite that contained an interactive, video-powered sales presentation. We headed on over to MassMutual’s headquarters, and filmed their staff in the company’s beautiful rotunda, which became the 360 centerpiece of the tool.

By clicking through the three-dimensional space, prospects can visit different halls in MassMutual and engage with virtual sales agents, who provide chaptered video presentations one-on-one with the user. The end result is a face-to-face experience with personalities from MassMutual from the privacy and security of your own office, without the bad airplane food or hassle of checked bags.

YouTube & Drupal Combine to Generate Living Catalog of Music

The New England Conservatory wanted to generate buzz for the university’s brand by defying its image as a strictly conservative and traditional school of music. NEC’s target audience included current and prospective students, alumni, and NEC concert-goers who share an intimate relationship with the culture of the university.

How We Helped

To showcase student talent, Genuine created NEC# (“NEC Sharp”), a virtual orchestra that displayed a curated collection of YouTube clips featuring students playing their favorite musical instruments. The site was developed in open source CMS Drupal so that NEC administrators could easily manage user-generated content. Visitors are able to play the videos in the collection in any order, creating a unique experience for every visit.

Increased Revenue Thru Organic SEO and Search/Display Advertising

During its “The Skinny on Mustard” marketing campaign, FRENCH’S® opened a dialogue with its consumers that required a central hub on the Web to facilitate the conversation. FRENCH’S® teamed up with Genuine to commit a big chunk of its media budget to online search and display advertising over two years. Genuine’s challenge was to make the most out of the massive traffic directed to the dotcom. Everything we did in the social media sphere needed to support the brand’s #1 objective: Get consumers to buy more product.

How We Helped

Through market research, we learned that 85% of moms who came to the site—a market that made up the largest slice of FRENCH’S® audience—were looking for recipes.  So Genuine created a community around the new recipe database with real-time search filtering capabilities and an emphasis on social sharing.

To support the concept of the all-American “FRENCH’S® kitchen,” we filmed FRENCH’S® own chefs cooking recipes and encouraged visitors to participate in the FRENCH’S® Cook-Off Recipe Contest, which gave away $25,000 to the first-prize winner. We also sought to improve recipe dissemination by drastically improving search results on Google for recipe entries and non-FRENCH’S® related searches.  Because organic SEO was a main strategy that guided site development and content creation, we created an SEO optimization plan that involved optimizing each of FRENCH’S® 2,000+ recipes individually.

Driving Leads with Flash-Based 3D Architecture

3DVIA needed a way to build leads to promote their 3D rendering software as a fast new tool for developers attending an upcoming gaming conference. Your everyday contact form wasn’t going to suffice for 3DVIA’s tech-savvy audience, so they called on Genuine to design an engaging microsite.

How We Helped

Genuine helped the brand signify “fast.” So fast—in fact—that the two actors build the site right before your eyes. The Find Your Fast microsite constructs itself around a green-screened video subject to reinforce the central concept of speed and performance specific to the brand’s product.

Genuine overcame a number of production challenges during the filming, but the end result showcases the lifelike 3D performance of 3DVIA’s product in a fluid, Flash-based environment. Due to the high level of interaction encouraged by the immersive environment, we captured over six times as many leads than anticipated.

How We Reduced Acquisition Costs by Turning
“Lead” Leads into “Gold” Traffic

MassMutual wanted to drive new applicants to a careers microsite, which it commissioned Genuine to build. But with the insurance giant’s nationwide reach, driving quality traffic was central to the campaign’s success, so Genuine decided to add a personal touch to the experience that would captivate many different audiences pursuing different careers in financial services.

How We Helped

Genuine’s Online Marketing team created an extensive, geographically targeted marketing campaign across all major search engines, which included paid search and banner ads.

In order to funnel quality leads into submitting their resumes through the careers site, we filmed real financial services professionals telling their story, and then integrated the video into an interactive carousel of agents on the microsite. The dimension of sincerity added to the campaign by these unscripted personal experiences in the field contribute hugely to the campaign’s success, which ultimately increased total quarterly resume submissions while reducing the cost per resume acquisition.