Balancing multiple Client requirements is a normal part of being an Agency. When the Client is adidas® the pressure is on. The digital landscape for consumer brands is crowded so creating engaging content is just one layer to the challenge - creating an infrastructure to facilitate quick (yet controlled) changing of templates, design and content buckets presented a second key requirement. From an engagement perspective, adidas Golf® required a website that is:
- Intuitive and easy to use
- Provides social media engagement
- Ranks well in search engines
- Can be kept virile and fresh through constantly updated content.
Prior to the Sitefinity implementation, the website was on a CMS of low functionality, resulting in static content, cultural "dead-ends" within the site, and overall a poor user journey and experience. Administration had been very difficult with no workflow process to maintain consistency in content and error-free code. The objective with the new website was to create a user engagement path that gave the right level of information to users, regardless of type. The provision of a robust, flexible but scalable solution offered adidas Golf® an online platform to properly engage with audiences and listen to a genuine consumer dialogue.
Purestone TFM is a customer engagement agency and a Sitefinity Platinum Partner with an expertise in creating digital strategies that communicate with a Client’s audiences in a genuine conversation – two-way, intuitive and intelligent. Sitefinity provides a core-platform which is easily integrated with user tools that enhance the user engagement while communicating the adidas golf® story in an interactive yet functional way. From a "creation" standpoint, the logical inter-relationship of master-pages for templating bridges the gap between design, front and back end development – allowing a well-considered user journey from a design & functionality perspective. Naturally the availability of Telerik controls and the out-of-the-box integration with jQuery and RadControls allowed the build-up of simple, intuitive navigation and user interface elements with minimal effort.
Purestone TFM have worked with Sitefinity for several years so choosing the right CMS for this project was simple. Sitefinity offered a lot of the key features required for a successful website including centralised News and Blogs modules, as well as the Video and Image libraries, which were essential for this project. Also, because Sitefinity is so customisable, Purestone were quickly able to build a workflow for content creation and approval across territories. In addition they integrated the videos module with YouTube and embedded thumbnail functionality for these flash videos.
Purestone were able to quickly create a full specification, highly functional site for adidas golf® in a very short time-frame for promotional activity around the FIFA® World Cup. The website attracted huge audiences to participate in ‘Keepy-Uppy’ and fulfilled numerous client objectives. Following the promotion, the website was rapidly redeveloped into a corporate website, retaining the high levels of user engagement but carrying much more detailed product and range information. For adidas golf®, the reaction has been extremely positive and customer interaction (a core KPI for the success of the site) has been increasing month on month since launch.
Purestone’s long standing knowledge and understanding of Sitefinity meant that migration to the platform (with all the usual risks of content re-purposing, dynamic data, flash integration, video content, hi-res imagery) was a smooth and speedy process.
"As the conceptual agency behind the design, technical deployment and therefore the customer engagement, we know the immediate benefits of Sitefinity as a platform for not only content management but also as a core technology which can underpin our increasing requirement to provide
engaging user tools – for user experience, for interactivity and ultimately to reflect the Client brand values online." said Simon Butler from Purestone.
Taylor Made Adidas Golf have been delighted with the results and Purestone are happy to continue to work with the Sitefinity platform as a great choice for web content management platform.