Hoe bereiken we doelgroepen via verschillende kanalen? Met deze vraag kwam Melano Jewelry een aantal maanden geleden bij ons binnen. Melano is een sieradenmerk in Nederland waarbij kwaliteit, duurzaamheid en betaalbaarheid voorop staat. Melano biedt bijzondere en unieke sieraden die iedere vrouw voor het leven naar eigen smaak kan aanpassen. Melano sieraden passen bij elk moment, elke outfit en elke stijl. Met de stenen kun je eindeloos combineren en unieke combinaties maken.
De opdracht
Een hoger bereik, verhoogde interactie en meer traffic naar de website waren de belangrijkste KPI’s waarop we moesten sturen met het inzetten van een always-on videocampagne. De verwisselbaarheid van de stenen en de brede doelgroep zijn hierbij belangrijke key elements.
Na een doelgroeponderzoek produceren we een nieuwe content strategie waarbij we gebruik maken gebruik van het See, Think, Do en Care model van Google om zo de nieuwe videocampagnes in te richten en om content te maken voor de gehele customer journey van de consument en waarbij we voor de eerste periode de focus leggen op brand awareness en consideration.
We starten de campagne met een vernieuwde brand awareness video waarbij we gebruik maken van 2 content stromen om zo verschillende doelgroepen te bereiken. We maken gebruik van twee verhaallijnen van moeder en dochter die samenkomen De video wordt ingezet in de See fase waarin de consument nog niet bekend is met Melano. Het doel van de video is om te inspireren en om de doelgroep kennis te laten maken met het merk.
How to social snippets
De tweede fase is de Think fase. Hierin is de consument al bekend met Melano, want zij hebben de brand awareness video al gezien. Om de consument nog meer te inspireren maar om ook de functionaliteit van Melano te laten zien produceren we verschillende how to video’s van verschillende setjes.
How to fotografie
Natuurlijk mag fotografie niet ontbreken. Zo maakten we naast de verschillende video’s ook foto’s voor social media advertenties en voor het vullen van de Instagram en Facebook pagina.
Wil jij ook het verschil maken en opvallen met jouw merk? Neem contact met ons op en we helpen je graag verder.
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