WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2013 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

image of Pat Morgan - Executive Creative Director Wins 2013 Best Consumer Goods Mobile Website Mobile WebAward for Luvsdiapers.com Site Redesign

To: Pat Morgan - Executive Creative Director

For: Luvsdiapers.com Site Redesign

Award: Best Consumer Goods Mobile Website

Click here to see entry creative

About the Entry

CHALLENGE Luvs wanted to update their site to reflect the new equity and campaign. Overall, the Brand is focused on improving the perception of Luvs as a quality diaper that gives experienced mom everything she needs and nothing she doesn’t – saving her time and money. SOLUTION Possible created a responsive website tailored to the experienced mom, prioritizing Brand content around her. An improved layout and streamlined user experience makes it easier and faster for mom to find what she needs. The design also fosters mom-to-mom conversation. RESULTS The redesign delivered significant improvements on all key metrics and helps mom accomplish her goals for coming to the site. As a result, she leaves more satisfied than ever before, with a better perception of Luvs. The new website experience drives purchase intent and is able to spark Brand recommendation, especially with the core target of experienced moms (even beyond Pampers benchmarks!). Moreover, the mobile site experience was dramatically improved.

Award Credits

Contributors:

Chief Creative Officer:	Lucas Peon
Executive Creative Director:	Pat Morgan
Copy Director:	Tela Durbin
Copywriter:	Marissa Kramer
VP, Global Account Director:	Chris Cushman
Senior Account Manager:	Alaina Pratt
Senior Producer:	Sarah Medley
Strategic Planner:	Katie Pembaur
Designer:	Lee Groh
Designer:	Mark VanPatten