CLIENTOur Legacy
MY ROLECreative Director
Content Creator
SUMMARYOur legacy is an independent fashion brand based in Stockholm, founded in 2005. The brand introduce “OUR LEGACY womenswear” into the market in 2019. The response had been great but they believed they needed to increase their market share and awareness within in the womenswear market in the coming year.
BRIEF/CHALLANGE
Create a communication strategy to raise awareness to the womenswear line and target potential and current customers.
objectives
1.
Find & understand new target audience
3.
Analyze & update current communication strategy; channel, copy, tone of voice, image etc.
2.
Understand current audience.
4.
Develop content concept that resonates with both target groups.
APPROACH
We went through an extensive empathizing and research process. We gathered qualitative interviews from current female customers and potential customers, as well as quantitative surveys to find a possible new target audience. We researched analytics from their webpage, facebook and instagram to collect insight on how their audience behaved.
We used our insights as a foundation and came up with 8 “How might we” - questions. These questions acted as our guidelines going into the concept development process. We wanted to make sure that we stayed true to OUR LEGACY’s bold and unique aesthetic and DNA, and as a result we created 2 creative concepts based around the brand’s 6 keywords.
Based on our research insights we decided to also deliver a communication book including strategy as well as guidelines for their continuous content production.
HOW MIGHT WE..
Delivery
COMMUNICATION BOOK
What do we want to gain?
Awareness - grow the brand by making women conscious of it’s existence.
Conversion - drive leads and sales both online and offline.
Customer retention - make one time buyers to become frequent buyers.
What is included in the book?
Brand DNA | Key words
Strategy | Channels, engaging formats & best times to post
Tone of Voice | Tonality, copy & hashtags
Audience Insights | Female target audience
Concepts | Description, purpose & action plan
Concept 1 | your legacy
A celebration of women in their most natural state.
This campaign is a way for Our Legacy to create relatability with the female audience.
It offers women an alternative to gender stereotypic styling.
We show the female audience the versatility in Our Legacy’s designs, and how it can be applied in various ways.
It amplifies the strength and versatility amongst women of today. No two women are the same.
Key words helps to keep Our Legacy values close.
The central part of this campaign is to make women a crucial part of the OL heritage, starting now.
Concept 2 | out of view
A sneak peak behind the scenes of Our Legacy.
A video interview with one of the female designers at Our Legacy where she talks about one of the brands keywords;
how to incorporate it in fashion and how it’s part of the DNA.Drives traffic to the website and will in the long run increase revenue.
By only giving a glimpse on instagram we strive to make customers even more curious on the brand.
In this case, one can write a more intriguing/inviting caption;
“To find out more, visit us at www.ourlegacy.se #outofview.For coming seasons the format stays the same, but we invite other women to interpret the same words - with different meanings and different garments.
WHY?
rEAL CONTENT
Women want to see real and product oriented content - it drives sales.
bEHIND THE SCENES
Shows the human side of
OUR LEGACY and highlights the female designers - women creating for women.
Inclusive
It shows women that
OUR LEGACY want them to be a part of the brand.
VERSATILE
Customers styling themselves demonstrates that
OUR LEGACY understands that women are different and plural