Following rigorous market research, DeAgostini successfully noted a rising trend in home baking and sought to add a cake decorating branch to their extensive print and online repertoire.

DeAgostini envisaged a site that would allow them to

• Rise above all competition with their new Cake Decorating website
• Sell as many magazine subscriptions as possible
• Ensure that the site encouraged a large social following for the Cake Decorating brand

My Cake Decorating takes shape

We created a site that showcased the brand and products using impressive imagery, supported by clean and simple navigation. The site was split into 5 main sections, with prominent subscription buttons placed throughout the key pages of the site to ensure online subscriptions were the main call to action. These buttons were designed to represent the same look and feel as the overall site design, but also stand out from the page and ensure visibility throughout the site.

Although it was new territory for them,Cake Decoratinghas been by far DeAgostini's most successful partwork in the UK for over 8 years. Initially, online subscriptions were so high that the amount of available product completely sold out and DeAgostini had to increase stock to satisfy the extraordinary level of demand.

Beyond everyone's expectations

The site launched on 12 March 2012, and by the end of day one, the site had generated an unprecedented amount of online subscriptions, amounting to an impressive £1m in sales. More importantly, the ongoing interactivity based on the site and integrated from social media sites and regular content updates ensured regular revisiting and a continued growth curve of subscriptions.