Kekkilä’s target group is firmly planted online. But the brand’s web presence was way below users’ expectations when it came to user experience, discoverability and scalability across different devices. Content was hard to find and the user pathways were bumpy at best. And adding and editing content was a job in itself.
We started to define and design our strategy by linking the brand’s goals to online goals. Once that was done we came up with a clear roadmap and concept that put content right where it should be – front and centre. We implemented our content-first strategy in the form of fully responsive local country sites in Finland, Sweden, Norway, Estonia and Russia.