Loved by athletes and everyday consumers, Vita Coco promotes sustainability and fair trade practices in its supply chain which is just another reason why we love working with them. Going for gold is the only way Vita Coco want to champion hydration on and off the track and with Zharnel Hughs, Britain's fastest man over 100 & 200m, this makes a perfect Coco-combination.
Partnering with Zharnel Hughes for the 2024 Summer games, Vita Coco wanted to capitalise on the momentum that was building with Zharnel being a gold medal contender. A multichannel campaign was set to capture consumers' attention in store, online and across point of sale. Vita Coco were giving away 100’s of prizes with a grand prize being an all expenses trip to Jamaica to train with the main man himself, Zharnel. We were asked to help support, align and deliver the digital creative campaign ‘Thirst Place’.
Working with Prizeology to deliver mass automated digital prize giving, we were briefed to aminate Zharnel Hughes winning and losing a Vita Coco branded sprint and also animate the game mechanic for all entrants. Finally, the brief also included data capture pre and during the campaign with targeted landing pages for organic, IN-store POS QR code and paid traffic.
The immediate challenges were being able to navigate the known restrictions around affiliating too closely to the Olympic games without being a official partner. We also had to build in a robust and strict time line that incorporated a sign off process for Zharnel and his team, Vita Coco and Prizeology due to the nature of so many moving parts and stakeholders.
After these project management challenges, the next focus was how to deliver bespoke animation that was high in quality and low in page load speed while also making sure the user experience was well thought out to optimise for maximum participation and data capture.
Finally, we had to confidently and efficiently be able to technically deliver animations while also communicating the user flows for the multiple different win and lose scenarios and prize offerings.
Firstly, we built a timeline with multiple stakeholder status checks and onboarded the team with a familiarity to remove any barrier to communicate throughout the project.
The animations were an integral part of delivery. We started with a simple script and story board to get buy in from all stakeholders before moving to executing the 2D animations. The animations were designed and built from initial sketches to the harnessing the power of Adobe Illustrator and After Effects.
The key part to delivering the animation was working towards a JSON file output that could be embedded into any website using the Lottie Player. Implementing the Lottie guidelines and designing for a mobile first use allowed us to output animations that were only KB’s in size yet impressive and impactful in action.
We designed and animated multiple core assets for both winners and losers. For the losers we made sure that the animation was still positive and supported engagement.
Throughout the whole project we made sure we aligned to brand guidelines and used a tech stack that was accessible and adaptable. One simple, yet effective use of this was Klaviyo embedded into a landing page to allow data capture from all traffic courses arriving on Shopify.
Beyond the Thirst Place campaign, we have been hard at work support Vita Coco on their UK Shopify journey:
We first started working with Vita Coco when they Migrated from THG (The Hut Group) to Shopify. Inheriting an expansion store, we quickly supported their update to Shopify 2.0 designed for e-commerce optimisation; making all components accessible in the customiser, globally and with editing capabilities.
The optimisation work also included product page changes, specifically Product Siblings to support variant views on the PDP as well as Navigation updates for User Experience improvements and last, but not least, more content rich landing pages; B-Corp, Recipe Hubs + more
