Merch Collection “Beetlenciaga Super Drop”

Based on the insights of the audience, including in particular its hidden pains, hopes and assessments of what is happening in the market, such a creative design was made that emotionally touched the recipients, and at the same time profitably presented the company through the message: "The departure of large brands is not a tragedy, because the main thing is not brands, but relevant, stylish, viral creativity, which the company, by the way, knows how to do well; therefore, you have to invite it to creative tenders more often!". The message was not delivered "head-on", but through the creative design of the accessories for vacation. It was a "double strike" strategy, in which the first move was to make such creative accessories that the customer would like to have on vacation, and the second was to remind them of the company through this creative design at the happiest time – on vacation. INSIGHT The creative design was dedicated to the topic of brands, since both the sending company and its customers who received the merch work with brands. For all of them, brands are a sphere of professional self-realization and a source of challenges, insights and earnings. In addition, the departure, return and renaming of brands have "charged" this topic in the information field for a long time, and humor in this direction resonates easily. CREATIVE SOLUTION: Merch for those who are cool without brands. Branded cloths don’t make a person better. But a good person can easily add coolness to a brand by putting on its products. The new Beetlenciaga drop is for those whose self-esteem does not depend on nameplates on clothes. For people who don’t bow to brands. For personalities who know how to feel cool regardless of the crowd’s tastes. The drop line consists of items whose branding is intentionally brought to the point of absurdity in order to show the ridiculousness of adoration of the brands. These are a shopper and a towel from Beetlenciaga, LOUIS BIDON glasses, PRADAM flip-flops, a Shavel T-shirt and a postcard in the form of a boarding pass for a Beetlhansa flight. THE TARGET AUDIENCE OF THE PROJECT Clients and partners of the company: • Heads of large companies; • Purchasing managers, corporate communications managers, brand managers, business development managers and internal HR development managers.

Проблема

THE TASK OF THE PROJECT To remind customers about the creative potential of the company and encourage them to invite the company into creative tenders even more often. PURPOSES • To increase customer loyalty • To get more creative orders

Решение

EXECUTION When selecting items for the collection, it was taken into account that people need them on vacation. Despite the grotesque nature of the drop design, special attention was paid to the quality of each item. All accessories were selected so that they were pleasant to wear, and the design application was performed at the level of expensive brands. Absurd brand names were invented for items. A greeting card was made in the design of a boarding pass for a Beetlhansa flight. A text named "Marketologist’s tears" which showed all the insights of this profession was placed on a raincoat. The gifts were presented before the New Year holidays, when customers are going on vacation. The raincoat was added to the collection in spring. The drop line was a big success, so by the time of the gender holidays we supplemented the collection with a new item – a Beetlenciaga raincoat. It has a large inscription "Don't drizzle", which, in addition to the obvious meaning, literally crosses out the "marketologist’s tears" - a smaller vertical text flowing down like raindrops and expressing typical doubts of a marketer.

Результаты

QUANTITATIVE RESULTS +31% in the revenue side of the company's creative department in the first half of 2024 compared to the first half of 2023. EMOTIONAL RESULTS Customers are always happy to receive gifts from the company and, as a rule, send something in response, adding a few warm words. But this time they sent a huge number of detailed messages, including photos from vacations. Thus, another task was solved, which was not even initially set – the company became much closer to its customers.