Case study on La Mer— Leverage Google Oceans View & interactive map for conservation campaign

(1 Aug, 2014) La Mer is running a marine conservation campaign with a responsive website “Blue Heart” featuring interactive map and Google Oceans View. This is her third consecutive year to have the joint campaign with the National Geographic Society.

Connect everyone with the brand on an interactive map

The entire campaign website is marked by an interactive world map. Green and blue spots are pinned there, representing personal stories with the oceans submitted by audience and “La Mer stories” respectively.

Thus the map serves as a simulated ecological platform to unite the brand and her audience’s stories across the oceans.

Humanize the brand value through an environmentalist’s story

To humanize the brand’s representation on the map, along the blue pins of “La Mer stories”, value of the brand is delivered through the life and work of Dr. Andrea Marshall, an explorer dedicated to saving the extinguishing aquatic creatures.

While compared to plotting product stories on the map, the personalized brand story and this human touch promote audience’s receptivity to the messages while prolonging their engagement time with the website. 

Pioneer to use Google Oceans View to deliver brand value

While relating product or brand stories on a map may not be something novel, La Mer innovatively integrated the Google Oceans View. Clicking upon some pins of “La Mer stories” will take you to enjoy the 360° amazing submarine views.

The Google Oceans View creates strong visual impacts to raise audience’s awareness on marine conservation while subtly pinpointing the value of La Mer finest ingredients.
As La Mer is renowned for sourcing ingredients from oceans, this approach also quietly instills in her audience a sense of preciousness for her products. 

Leveraging audience’s emotional connection with the oceans by means of human stories and strong submarine visuals on map, La Mer does not only get attention on marine conversation, but also tactfully celebrates the sources of her product ingredients as being invaluable.

 

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Le Mer Blue Heart: http://blueheart.cremedelamer.com