Redefining the landing page experience.

The Engagement

We partnered with Canvas United to build a landing page to support the updated “Get Real” campaign with the new “If you think” creative. This creative content pairs “milk” alternatives with real milk saying that “everybody wants to be milk.” The campaign flight ran across social, search, programmatic, OOH, influencer, and PR.

The Build

As with most landing page builds, this one was fairly straightforward on the surface but had some hidden “gems” that needed to be dealt with – primarily caused by legacy infrastructure.

To ensure a vanity URL could be used (gotmilk.com/getreal/), we bypassed the typical logic of the site that used a “/campaigns/” path and post type. In doing so, we had to create a new templating structure for the experience. Not a big deal on the surface, but the outcome was the creation of many little gotcha’s, as the theme structure had been hacked in a few ways and was outdated.

From an analytics standpoint, we gained access to the Google Tag Manager account and created triggers across all interactive elements across the page. The result enabled reporting of interactive engagement and attribution of high-intent actions based on the inbound origin of source, medium, and/or creative asset (paid content).

The build of the page itself was pretty smooth. All front-end UI was exposed on the admin side for updates and management.

The Challenge(s)

In addition to the patches needed to correct some legacy issues, the most complex piece of the build was a new carousel feature on the page. This carousel allowed admins to customize each side of the carousel with imagery, headlines, attribute,s and descriptions. The result created a seamless experience for users navigating through all comparisons of real milk vs. fake milks. As you can see, the mobile aspect ratio changed structure a bit, but the experience itself remained the same.

The Result

This new landing page was a launching point to begin planning a more efficient architecture for future campaign launches. The page saw great success as the central end-point of all paid and nonpaid activity. Below are some stats of performance results.