coexist

Opportunity

C.O. Bigelow is the world’s oldest apothecary with a rabid fan base clamoring for their beauty products. With retail stores dotted throughout the country, special attention has been lavished on these brick and mortar institutions with a true focus on the shopping experience. Everything from working Barber Shop chairs to 1800’s-era chemistry beakers have been propped to add to the vintage and authentic vibe.

Fans of C.O. Bigelow have been anxiously waiting for another opportunity to interact with the brand. They wanted a website. They needed a website. But not just any website — this digital extension needed to be as kitschy and cool as its offline counterpart. Knowing that e-commerce would not be a part of the initial web launch, it was vital that this website be authentic, informative and engaging enough to keep fans coming back for more.

Execution

Capitalizing on a very emotional fan base— it was decided that the new online experience for C.O. Bigelow should whole-heartedly take on the name and attitude associated with “I Love Bigelow.com.” This often-used rally cry is a nod to the fans and dedicated customers that make this brand special. The initial digital experience for “I Love Bigelow” – focused on flash-animated portrayals of current in store promotions in addition to flexible modules that could be updated quickly to highlight new product collections with stunning details.

A key element for the new C.O. Bigelow digital launch was the simultaneous launching of branded social media tools embracing a facebook fan site as well as a custom Twitter account. Coexist created what they call “the ramp” for C.O. Bigelow which outlines an ongoing strategy and tactics to utilize a digital hub in conjunction with closely managed social media tools to work together to increase overall online awareness.

Results

Facebook fans and Twitter followers have provided C.O. Bigelow with extremely insightful feedback regarding both new and existing products. When fans like Trasi Kromer get quoted in the local paper for proclaiming "C.O. Bigelow is my heaven," - an entire online community now gets to hear this in addition to traditional print exposure. Even beyond the core markets for C.O. Bigelow retail stores - international inquiries continue to roll in through this new digital channel prompting exciting talks about future retail partners. Both retail and website traffic continues to increase as passionate consumers continue to share and spread their love of all things Bigelow.