ABC RISING STAR

ABC launched a new reality television singing competition, Rising Star. The program is based on the concept of "Raising the Wall".

Unidentified contestants begin performing behind a screen called "The Wall". With start of performance, viewers begin voting via the show's mobile app and contestants see random photos of voters in their favor displayed on The Wall. A meter ranging to 100% measures positive votes; after 70% the wall is raised and the contestant goes to the next round of the competition.

To support the marketing push behind the series premiere, ABC approached Livefyre to concept and design a social engagement campaign with our partners at Twitter. Playing on the concept of "Raising the Wall", viewers were called to tweet a selfie to @abcRisingStar to be entered into a sweepstakes. Livefyre built a mechanism which collected the selfies, superimposed their photo upon a dynamic visualization of the The Wall used on the show, and tweeted the custom graphic back to the participant. The amount of selfie submissions each day would increase a dynamic meter on the background graphic. Once The Wall has been raised, special content from the show and judges would be unlocked and tweeted directly to participants.

Role: Project Manager

Team Deliverables:
Strategy
UX + Visual Design
Development
Analytics

PRIDE

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“Our mission is to create fun and entertaining content for a new generation of LGBTs and their social circles, as well as be a place for positive, inspiring conversation. Pride.com will promote emerging voices and move the culture forward through stories and videos that our audience is proud to engage with and share.””

— Robert Hebert, Here Media, Director of Consumer Marketing

Here Media, the world’s leading LGBT media company, set out to launch Pride.com -- a new social entertainment network to provide a content and conversation destination.

Livefyre designed a brand identity and architected a site experience that allows a millennial-based community to share their voices, raise their social profiles, and engage with the latest trending content. We built a new, Drupal-based system from scratch and accommodated a complex set of technical requirements, facilitating seamless integration across all Here Media properties. The implementation of customized Livefyre applications throughout the site powers the use of real-time interactions and editorial recency.

Role: Project Manager

Team Deliverables:
Brand Identity
Digital Strategy
Content Strategy
UX & Visual Design
Development
QA Testing

FRESH STEP

Fresh Step is one of the most widely recognized cat litter brands, specializing in a range of premium odor-blocking products. Fluid was approached to revamp the Fresh Step digital brand presence -- work which ultimately won two Interactive Media Awards (for Outstanding Achievement in the Pets and Consumer Goods categories). 

The success of the redesign forged a trusted relationship with Clorox, who continued its relationship with Fluid as a digital agency of record. The core production team of strategists and designers became deeply embedded within the business and brand marketing organization. 

Our team attended weekly high-profile Clorox meetings, providing strategic consultation for an array of initiatives which include website updates, analytical insights, campaign concepting, press events, loyalty program campaigns, and email programs. 

Notable Projects:

• Paw Points Loyalty Program: branding and shopping experience
• Catdance Film Festival: branding, digital promotion
• Product Launch: product positioning A/B tests, digital promotion
• Holiday E-Book Campaign (The Tale of Catmas): strategy, content, design, promotion

Role: Project Manager

Team Deliverables:
Digital Strategy
Competitive Research
Social Media Marketing
Event Marketing
UI/UX Design
Visual Design
Email Programs
Analytics Insights

CHARLOTTE RUSSE

Operating more than 500 stores, Charlotte Russe is a mall-based specialty retailer of value-priced apparel with a core emphasis on millennial lifestyle trends. Following a brand overhaul and site relaunch lead by Fluid a cross-functional team was engaged to execute campaigns, design site refreshes, perform consumer research, form omni-channel strategies, and measure site performance. 

“Our customers are inherently social – they’re on the move and they want to share their experiences with their friends – and they don’t want to be limited by their location or device.”

— Evelyn Lee, SVP Marketing and Ecommerce at Charlotte Russe

Role: Project Manager

Team Deliverables:
UX/Visual Design
Data Analysis
Consumer Research
Omni-Channel Strategy

PINE-SOL

Pine-Sol approached Fluid to research the shifting landscape of their consumer base, devise a digital strategy based on these findings, and to redesign a responsive website as part of a brand refresh initiative. As Pine-Sol's digital agency of record and trusted strategic partner, we played a critical role in influencing the marketing roadmap and vision.

The scope of our year-long engagement included intensive marketing and consumer research via in-field interviews and surveys. We assisted with the formation of a marketing plan and documentation of consumer profiles based on data collected. This laid the groundwork for our approach of the site redesign, as we set out to construct a fully responsive build. Our social and content strategy augmented these plans, followed through with production of assets and a measurement strategy.

At least 5 vendors were involved in this initiative; our team was the central hub of communication, directing production and ensuring alignment with the project plan.

Role: Project Manager

Team Deliverables: 
Consumer Research
Marketing Strategy
Brand Explorations
Digital Strategy
Content Strategy
Vendor Management
UI/UX + Visual Design
Measurement Plan
QA Testing
Video Production