Competition microsites
A competition microsite built for Moet Hennessy for their Ardbeg whisky.
Overview
While working at Peazie, I built a series of conversion-optimized competition microsites aimed at increasing user engagement and growing email lists for clients. The microsites predominantly featured instant win mechanisms paired with major prize draws, which were highly effective in driving conversions and generating partially qualified leads for our clients.
Project Purpose and Goal
The goal of these microsites was to grow email databases and increase brand engagement by leveraging instant gratification, which motivated users to enter their details in hopes of winning a desirable prize. The prizes were carefully chosen to resonate with the target audience of each brand. Depending on the campaign, we sometimes requested only minimal information (e.g., name and email), while other times we gathered more detailed data or user-generated content, rewarding actions like sharing the competition with additional entries.
Web Stack and Explanation
The microsites were created using Peazie's proprietary CMS, then styled using CSS and JavaScript.
Challenges and Process
I worked at Peazie for just over three and a half years, and over that time built dozens of microsites. When I first started I had limited experience with coding, but over time taught myself HTML, CSS and basic Javascript to give myself the ability to style the pages without having to rely so heavily on our talented but busy developer team. This gave them room to focus on the more complex interactive features of the websites, as well as maintaining and upgrading our internal CMS. It also meant that I was able to make quick changes to the pages when clients requested them, without having to wait for one of our developers to have availability.
Lessons Learned
Building these competition microsites was instrumental in my foundational understanding of front-end development. I got to practise a lot of CSS and some basic Javascript. I learnt about responsive design and how important it is to get right. I also taught myself MySQL so I could query the data collected from the competition forms. The role gave me an appreciation for the power of effective UX and data-driven design decisions.
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