We out together an informational microsite for the Hispanic audience that highlighted babies and toddlers. We created many different articles and built a custom aggregator on the homepage to hold all the articles.
Challenge:
- U.S. Latino moms can lack the support resources when helping to care for their children, especially when their family and friends reside in another country. Because of this, the target mothers index higher for looking online for parenting solutions. Additionally, Walmart would like to become the source of information and trust for these mothers.
Solution:
- Create an online bi-lingual microsite for latino moms to get the information that they need to help care for their expecting, new born, or toddler child backed by the Walmart brand. Social media integration was used helped to share and disperse the information.
Results:
- Page visits increased from 1.72 to 10.73
- Bounce rates lowered from 84% to 51%
- Time on site increased from 3.38 to 15.79 minutes
My Role
I was the algorithmic programmer on this project. For the homepage, we had to build a dynamic block layout system that lays out the article’s thumbnails seamlessly depending on their size. This system actually involved a more complex algorithm than what is used by Instagram and other content/social aggregation systems due to the fact that the entire system had to be fit within a certain container height. This forced us to assemble the pages based on sets of logical factors to determine which size thumbnail will be placed next. Keep in mind each article did not have different size thumbnails because we wanted to be able to provide more visual weight to particular articles.
Details
Award:
- 2014 AAF Addy Gold – Microsites, Products over $50k