text: StyleSip Case Study | Hanson Dodge Creative
  In a crowded and fast-paced teen fashion marketplace, the Kmart Apparel team recognized an opportunity to drive brand awareness and consideration with the help of targeted social e-commerce experiences. StyleSip.com is the branded destination that represents Kmart's successful junior brands (including Bongo, Dream Out Loud Selena Gomez and Glo) targeted at those 13–18 years old. After StyleSip's initial launch in 2010, Kmart Apparel felt there was an opportunity to strengthen its brand experience. A smart new approach was needed, along with a more aspirational and sophisticated look and feel. Given HDC's success bringing Kmart Design and Kmart Fashion to life, Kmart looked to us to provide solutions.
  StyleSip targets a younger demographic by providing engaging content and social shopping experiences where the demographic already engages (e.g., Facebook, Twitter, YouTube, Polyvore). Additionally, StyleSip capitalizes on the celebrity of its brand ambassadors Audrina Patridge (Bongo) and Selena Gomez (Dream Out Loud) — both integral in receiving coverage and traffic for StyleSip content. StyleSip.com itself is a portal through which this target can view all of the StyleSip experiences, including social feeds from Twitter, Facebook, Polyvore, YouTube and the StyleSip blog. Engagement is strong with this demographic socially, so our approach continues to be to drive these users into relevant social experiences from StyleSip.com. That way, we establish the site as the primary place of introduction for these users to experience and then engage with the featured brands.
  HDC's design approach took all of this knowledge into account. We built upon the established StyleSip strategy while allowing for simple content management and technical administration for all the experiences. Finally, to connect the dots, we delivered visually integrated social experiences that continue to engage as well as offer social shopping experiences on Facebook. Solution
  HDC worked hard to redesign the StyleSip experience and present and execute the strategy that would optimize the StyleSip.com portal brand and social experiences.
  At HDC, we specifically:
  Redesigned the StyleSip experience
  Refreshed the layout and look of StyleSip.com
  Developed new CMS tools for simplified administration of StyleSip blog and site content
  Redesigned social experiences through design compositions – Facebook profile image templates, Twitter background, enhanced YouTube brand channel
  Developed StyleSip Polyvore creative assets and experience
  The StyleSip experience continues to be one of Kmart's most successful online properties, engaging an audience of over 119,000 Facebook fans each day. The Kmart Apparel team now simply — and easily — changes site content through their content management tools, keeping a relevant, ongoing relationship with their target audience. Return to Viewer