Background

Xyzal, a nighttime allergy relief medication from Sanofi, sought to differentiate itself in a crowded market. We developed a unique brand story centered around the character Nigel, leveraging Xyzal's key benefit of nighttime dosing. I contributed to UX-optimized website copy and digital marketing campaigns to elevate the brand's visibility and engagement.

The Process

We capitalized on Xyzal's unique selling point of nighttime dosing by creating a relatable character, Nigel. To bring Xyzal's brand story to life, we focused on creating engaging and informative website through Nigel. This involved:

  • Information Architecture:

    • Site Map Development: We created a clear and intuitive site map to organize content effectively. Key pages included:

      • Homepage

      • Why Xyzal

      • Our Values

      • Products

      • About Allergies

      • Where to Buy

    • Content Organization: Content was categorized based on user needs and intent, ensuring easy navigation and quick access to information.

  • Content Strategy:

    • User Personas: We developed detailed user personas to understand the target audience's needs, pain points, and preferences.

    • Content Calendar: A content calendar was created to plan and schedule content creation and publication.

    • Content Guides: Clear and concise content guides were provided, outlining the key messages, target audience, and desired tone and style.

  • Content Creation and Optimization:

    • Keyword Research: We identified relevant keywords to optimize content for search engines and improve discoverability.

    • Compelling Copywriting: Crafting clear, concise, and persuasive copy that highlighted the benefits of Xyzal's nighttime formula.

    • User-Centric Design: Ensuring the website content was easy to navigate and understand, with a focus on user experience.

    • SEO Optimization: Implementing on-page SEO techniques, such as meta titles, meta descriptions, and header tags, to improve search engine rankings.

Takeaways

The implementation of the optimized website copy and content architecture contributed to:

  • Increased Website Traffic: Improved search engine rankings and organic traffic.

  • Enhanced User Engagement: Clear and concise messaging resonated with the target audience.

  • Boosted Brand Awareness: A stronger brand identity and increased visibility in the market.

  • Improved User Experience: A well-structured and easy-to-navigate website led to higher user satisfaction and longer session durations.