LilLuxe, a daily deal site for kids' products, is relaunching as hopscout with a new business model, brand positioning, website, and social media strategy. San Francisco-based agencytwofifteen, formerly known as T.A.G., is behind the overhaul.
Working with site founders Deap Ubhi and Aarti Jesrani, agencytwofifteen created a site with original content that focuses on one "high-quality, timeless classic" item a day. (Featured brands include Lego, Penguin Books' DK unit, Kettler and Eco Kids.) The agency is also building a presence for hopscout on Facebook, YouTube, Twitter, and Tumblr. LilLuxe previously worked as an invitation-only private sale site driven by daily emails. Now visitors will not be required to sign up to view the day’s featured merchandise.
Flash sales sites are becoming popular with consumers for online shopping. Agencytwofifteen wanted to give the shopping site more of a community feel.
"Rather than just chase a list, we wanted to build a loyal following," said Scott Duchon, partner, executive creative director at agencytwofifteen. "Hopscout has a lot going for it and we wanted to show that in the site’s content. We show the care of the item and the sourcing, the people who work there and their kids. There’s more there than just something to sell to you."
To kick off the relaunch, agencytwofifteen developed a contest to find five moms or dads to work for the company part-time as editors. Called the "Stay-at-Home Millionaire" job hunt, the site will pay $40 an hour and offers perks like stock options, a Macbook Air, contributions to a kid's college fund, and a monthly grocery stipend. Interested parents apply by uploading a short video to Facebook pitching their qualifications to be an editor at hopscout. Since the new site launched on April 11, hopscout has received 37 pages of video submissions; Facebook likes have doubled to 10,000.
A year ago, T.A.G. split from McCann Erickson and became agencytwofifteen, a stand-alone Interpublic Group agency. T.A.G. was originally created to work on Microsoft’s Xbox and was behind the award-winning work for the global launch of Halo 3.