Challenge: Feltman’s of Coney Island, makers of the world’s first hot dog, was gearing up for a weekend ripe with potential for earned media. The only problem? Their website only had basic functionality and was hard to navigate.
Solution: We started by surveying current and prospective customers – asking questions about their experience with the previous version of the site as well as questions that helped us get a better understanding of who Feltman's customers were. From there, we created user journeys, outlining the potential paths different types of customers might take while navigating the site. This information helped us completely revamp their website with a focus on conversion and ease-of-use. Along the way, we also spruced up the brand, creating the new “The Original Original Hot Dog” moniker, visual system, and product photography.
Results: Launching alongside efforts to pay tribute to veterans and support their mental health by donating proceeds, Feltman's of Coney Island saw its largest week of online sales ever, completely selling out of all their product. What's more, the site's conversion rate saw a six-times increase from comparable previous periods.
Agency: Bozell
Role: Creative Director
Role: Creative Director
