David Clarke, BGT Partners
Brand Name: Tupperware Brands
Agency/Site Creator: BGT Partners
URL: http://www.tupperwarebrands.com/
What is unusual and effective about this website?
It is always a challenge to take a 60-year-old iconic brand and reposition it for the modern consumer and workforce. Tupperware Brands recently overhauled its website to accurately represent corporate leadership and engage relevant audiences, including sales teams, investors, employment candidates, the media, and consumers.
People tend to have tunnel vision about Tupperware Brands and little awareness of its diversified products, global footprint, and commitment to the environment. The new site exposes its audience to a leading global company that is way beyond your mother's containers. The site now incorporates dynamic components to highlight Tupperware Brands' portfolio of products and streamlined content for enhanced navigation. Additionally, an ideation platform was developed for customers and the vast sales force to provide a direct channel for improving the company's products. Further, by creating the "Tupperware Sustainability" section, the site enables Tupperware Brands to showcase its commitment to the environment and to its customer base. In sum, Tupperware Brands did a comprehensive job of taking an iconic brand and modernizing it to represent the present-day company in the best possible way.
How would you improve this website?
The next step for Tupperware Brands' website would be to increase the social engagement of the audience by infusing the site with social content. This would include providing an aggregated view into all social channels and evolving the ideation platform to gather more audience interaction and connection. The final area to improve is the Careers section. For a company that relies on recruiting an exceptional sales force, it should enhance this portion of the website and showcase Tupperware Brands' unique lifestyle proposition. A more personal, shared experience online will engage this audience of job seekers and differentiate a position at Tupperware Brands from a typical job.
Brand Name: TED Conferences LLC
Agency/Site Creator: Unknown
URL: http://www.ted.com/
What is unusual and effective about this website?
Few sites have mastered rich-media content as well as TED.com. Starting from the homepage, information is simplistically displayed with an exacting mix of contextual and rich media. Information is paramount, and the organization is uniquely effective and intuitive. In fact, TED.com is one of the few sites to successfully use "adjectives" to filter through information. Further, content is displayed based on relevancy, and there is a strong hierarchy in terms of what is most viewed. People love to socialize and discuss TED, and the site does a solid job of incorporating social information in a clear and user-friendly manner. Overall, the creativity, idealism, and experience of being at a TED conference are all mirrored extraordinarily well in the TED.com site.
How would you improve this website?
It is hard to cut apart a site that does many things so well, but here's to nitpicking! The data feeds come in slowly on the homepage, and if you do not wait a moment, you will think that they cannot be opened. Social is extremely important to the conference; however, TED's social sites do not have prominence on the homepage and are below the "fold." TED's Facebook page has more than 385,000 fans -- making it one of the most popular conference pages in the world -- yet there is little information acknowledging these fans or "likes" on the site. Additionally, the TED Community page does not provide robust, live content from multiple social sources. However, these are all small details in a site that is designed extremely well.
David Clarke is founder and managing partner of BGT Partners.
