Digital Campaign Celebrating 100 Yr Old Tech Company & How it Has Helped Shape Our World and Beyond
Case StudyKEMET 100
KEMET Electronics Corporation is celebrating 100 years. In honor of this tremendous milestone, we presented them with a strategy for how they could share their story with the world for the first time.
THE FINAL SOLUTION
We created the #KEMET100 campaign to touch several different important parts of KEMET’s history, show how they have contributed the world’s greatest innovations over the last century, and discuss their plans for the future.
The client’s internal design team provided the KEMET100 logo and we took that as inspiration for all campaign visuals. The final deliverables were cohesive, beautiful, and completely unique to the brand. People will be talking about and sharing them for years to come.
We built the campaign in two parts. The first being a fully developed microsite built in Wordpress. The microsite homepage features a video we created as the center story. It also included sections for the world to explore KEMET’s history via an interactive timeline, stories blog, and photo archive. To build out topics related the future of KEMET, we created a “The Next 100 Years” section.
The second part of the campaign included several social deliverables. In addition to the video, we wrote 10 blog posts, created 9 social graphics, 5 animated gifs, all social copy, and 1 large infographic. Along with the artwork and copy, we provided a “Social Recommendations and Guidelines Document” to help the client know how to get the most life out of and properly manage the campaign throughout the year.
SPECIALIZATIONS WE USED
Data Science & Analytics
Collaborative Vision & Planning
Digital Platform Strategy
User Experience/User Interface Design
Social Content Creation
Digital Brand Guidelines
Brand Tone and Voice Copy
Detailed Design Comps
Digital Style Guides
Technical Planning & Best Practices
We started with research. We conducted stakeholder interviews with various key players within the organization and then began to connect their internal stories to major world events throughout each era of the last century. Because the client had little documented resources to work with, this was crucial in developing the campaign strategy.
While our graphic designers, animator, and content strategist worked on the social elements, our UX experts working on the microsite, and our videographer and illustration artist worked on the video. We had three separate tracks running and collaborating in parallel. For the video, we first created an detailed concept and storyboard for each keyframe. Using stock footage we found of current events and industry-changing technology that KEMET was a part of, mixed with actual photography from the KEMET archives and the style we developed for the campaign overall, we were able to achieve a timeless, seamless look and feel.
The microsite concept was based on our intimate understanding of who KEMET is as a brand, how they have evolved over the years, and who they strive to be in the future. We wanted to keep some main elements from their original guidelines including colors and font, but pushed the boundaries leaps and bounds when it came to style, tone, and user experience.
We had the pleasure of working with the historians at The Winthrop Group. They provided a basic framework for each era in KEMET’s history. They also dug up archived documents, photos, and patents for content.
The entire site was designed in a responsive format. This is the first digital platform KEMET has built for it’s audience and as if that wasn’t a grand enough step, it was also the first digital campaign they run with the goal of attracting new fans. To ensure its success was tracked by more than positive comments, we worked with their analytical team to track user engagement.
The responsive microsite was created and delivered as a fully built Wordpress site to the internal KEMET development team for integration with their platform.
The social strategy was built for KEMET to post captivating graphics and animations in reference to key dates in history or to highlight related blog articles. One major goal of the campaign was to give them the tools they need to jump into trending social conversations, using their involvement in the largest technological advances of the century.
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