Tags: Art Direction, Brand Narrative, Digital Activation, Editorial Design, Production
+14 k followers
+14 k followers
Brands have become media gaining followers rather than customers. While the old communication model talked of products, contemporary brands are selling a lifestyle, inspiring and transmitting core brand values and personality through the creation of a mood and tone of voice. They speak human to human, creating a joint brand experience through a connected community. After our rebranding for retailer WOUF, it was time for them to both expand and strengthen their customized brand narrative.
After their “24h in Berlin”, brand ambassadors and creative couple Nuria and Coke take us to Lanzarote for the new SS18 collection newspaper catalogue, in a production by White Horse. Much like we did with Eldorado, this trip was about experiencing a place –the island–, and through careful product placement, thus also the brand. With a friendly, poetic and light-hearted tone of voice, reflecting the mood of WOUF, Nuria and Coke relate us their travel story: the long awaited travel season, the luxury of travelling and the bubble of calm and curiosity we find ourselves in upon arrival.
“It was important to develop a narrative that took the brand away from selling products and towards offering a certain lifestyle. We wanted WOUF to be seen as going hand in hand with creativity and travel – and this needed to translate across every communication channel.” Bis Turnor, PR and Communication Assistant
To inspire and gain brand followers, WOUF had to expand its brand narrative and create seducing and engaging content in between seasonal collections. We opted for special mini stories, inspired on the travel experience of Nuria and Coke. As such, we increased their story’s lifespan, as well as gradually opening up the possibility for new, interseasonal stories created by other creatives from around the world. Doing so, WOUF as a brand connects a global network of creatives, merging both the fields of fashion and travel through the curation of personal stories. These new story reflect the company’s novelties (the launch of a new product, an event, a new collaboration, collection etc.) and were translated into a medium specific post, in this case Instagram and Facebook.
As we were aiming for a brand experience, WOUF’s activation campaign revolved around the customer’s journey. Identifying different stages of interaction between customer and brand (from discovery, to first contact, purchase, to brand follower), different extras were developed to move clients into the next stage: free delivery, access to a special event or a gifted fanzine. As to viralize the WOUF experience in the digital community, several R-marketing tools were used as to provide potential and active followers with essential and engaging brand information.
Aside from brand followers, we also wanted to inform and engage external partners and media related to the fields of fashion and travel. The brand narrative has to be talked about, in order for WOUF to build influence and reputation, reaching new prescribers in the meanwhile. Using the Folch network, we reached out to the media, gradually expanding WOUF’s presence in the public eye, through the coverage of the campaign and brand experience by emerging creatives and influencers, resulting in extra digital creative content in the form of images, video, blogs, illustrations.