Project Overview
Create a website that appeals to both parents and kids, that focuses on Pirate Brands' best selling product, Pirate’s Booty, while driving awareness to two other brands.
Strategy
Connect both the web and social experiences from both a brand and user perspective by leveraging internal creative assets to create new content features.
Increase overall brand awareness and drive website traffic and allow for frequent website updates with ease. Keep the fun, animated look that is integral to Pirate Brands and infuse the site with modern design sensibilities while staying true to the brand’s quirky and fun nature.
Connect online + social experiences
We collaborated with our social copywriter to create a tone and voice for the brand to use for the website so that the voice/tone would be consistent across the social and web channels.
We also leveraged the integrated content already being created by the agency for social content to create a social destination on the website by breathing new life into two of the website's sections: Crunchy's Cabin and the Treasure Chest.
Pirate Joke Generator
Our social media strategist and copywriter was the head Pirate on Twitter. And over the years had created hundreds of pirate jokes.
We identified all of these jokes that lived on the feed, documented and edited them to align to our newly formed tone and voice and brand standards, and developed a pirate joke generator to live on the homepage of the website.
Crunchy’s Cabin
Designed a place for the brand to share fun activities parents (or teachers) could do with kids and tied it back to Crunchy, the Pirate Brands parrot mascot.
Treasure Chest
By playing on the Pirate theme, we created the Treasure Chest as place where the brand can share craft and recipe ideas using Pirate’s Booty.
Talk like you ARRR a pirate!
To infuse more fun and brand personality into the site content, we were able to implement rules across the site so that any time there is an “a” or “r” together, it defaults to ARRR in navigation and throughout the CTAs.
Content Strategy
I collaborated with our UX, design, and front-end development teams to work through features, interaction, and animation with content as our foundation for a colorful, fun, engaging final product.
Copywriting
Working closely with the social media copywriter, I developed copy for titles, headers, and page content where needed as a part of the migration and redesign.