Procter and Gamble needed a hosting solution for their Wella MyMarketing site, an online resource for thousands of UK salon owners to create their own marketing campaigns featuring P&Gs Salon Professional product range.

THE CHALLENGE

Wella is the haircare brand owned by Procter & Gamble. Wella supply hair care, styling and colour products to the UK’s most exclusive hair salons. They are the longest standing client of The Designlab, an agency that creates ideas for beauty and fashion brands.

The ongoing success of Wella rests on maintaining and growing engagement with the salon owners and stylists who use and recommend Wella products. The Designlab were given the challenge of creating an online portal which would give salon owners the ability to personalise sales and marketing tools to help them grow their business through the use of Salon Professional products. They began work on Wella MyMarketing, a content rich members-only site for professional hairdressers who worked with Wella. Supporting this portal there was a staging site and an API site which was being used to enable R&D into future app development.

Initially The Designlab started developing the sites on a small server with a large scale hosting provider who were well known in the industry. However, it quickly became apparent that they couldn’t – or wouldn’t – deliver the responsive service The Designlab needed to support their most loyal client once the site went live.

 

Agency

The Designlab

Client

Wella

Sector

Beauty

Platform

Public Cloud

Project Language

PHP

Karndean

THE APPROACH

The Designlab had just started working with Wirehive to host their own website having discovered them to be specialists in working with digital agencies. Not only had their hosting proved to be technically reliable but their tierless support model meant the development team could get access to experts who cared with a quick phone call. The Designlab knew that this was the type of hosting partner that would enable them to deliver an impeccable level of service to Wella however there were some questions as to whether a smaller company like Wirehive would be able to meet the stringent technical requirements from P&G.

Luckily, after an initial conversation with their account manager at Wirehive to review the technical specifications from P&G it was soon apparent that this wouldn’t be an issue. Since Wirehive’s public cloud infrastructure is built on best of breed Dell hardware, uses industry leading virtualisation software from VMWare and is housed in ultra-secure UK data centres, the infrastructure was fully compliant. All that remained was to build a bespoke solution for the project.

THE SOLUTION

The Wella MyMarketing site combines stunning imagery, video content with branded media assets and how-to guides, all in an easy to navigate web portal. From an end user perspective it enables salon owners to create their own marketing campaigns, download professional assets and get access to Wella’s hairdressing education and event programme. It is therefore incredibly feature rich, making extensive use of video content, so needed a robust solution with uncontended resource.

Wirehive built a virtual dedicated platform on their public cloud which was robust and scalable enough to support the MyMarketing site plus the staging site and API site.  As the service element is so critical to The Designlab and Wella, Wirehive support this platform with their Managed SLA. This means that Wirehive’s team of UK-based System Administrators manage the platform up to the application level and deal with all monitoring and alerts.

“With Wirehive we get the technical reliability our big brand clients require with the specialist knowledge and attitude we need to be able to deliver a great service. Wella are a hugely valued client for us and having Wirehive managed support on this project gives me the peace of mind that we’re going to be able to continue exceeding expectations.”

Kevin Davis Creative Director, The Designlab

Technical

VMWare vCloud Platform

Dell PowerEdge host servers

Storage powered by Nexenta

Juniper router and switch infrastructure

Support Provided

Consultation & Planning

Managed Support

Technical Guidance

THE OUTCOME

The MyMarketing site is now live and provides over 1000 different resources to busy UK salon owners who are hair stylists first and marketers second. From Wella’s point of view they know a key digital asset for their customer engagement strategy is in safe hands and The Designlab know that they’re helping to protect a valuable client relationship.

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