Skive designed a webiste in the guise of a glossy magazine, the main focal point of which are the female celebrities enlisted to front the campaign, with their own entertaining and funny personal stories which can be read or downloaded as podcasts.
The site features the ability to submit your own and read other women's stories, with a prize for the best stories submitted. The aim was to inspire women to recognise that what they do everyday is 'incredible'.
The site needed to be a trustworthy and enjoyable place for women to visit, conveying the campaign objectives in a non-patronising tone.
Skive also designed and delivered different phases of online advertising to promote the site, with a first creative generating intrigue about the stories and the site before a second phase prompting women to share their own. The banners appeared on partner sites such as Handbag.com and iVillage.com