This project revolved around the challenge of communicating the metamorphosis of a traditional, static suit into flexible and versatile attire suitable for diverse occasions—from a formal office environment to a casual night out. The innovative aspect of this product was the new stretch fabric, which promised unmatched comfort and flexibility.
Solution
I leveraged my expertise in creative direction to construct a compelling narrative. My solution involved casting a professional dancer as the model, which provided a dynamic, captivating way to demonstrate the product's primary attributes, with large illustrated panels alluding to the fabric's stretching ability.
Challenges
The challenges in this project were primarily centred around accurately capturing the model's high-energy movements while ensuring the product and lighting remained optimal. With my strong background in project management and creative direction, I meticulously handled these obstacles, resulting in a powerful and engaging campaign.
Outcomes
Creative direction, storytelling, social content creation, and SEO targeting led to a highly successful "Stretch" campaign, generating a substantial ROI. This innovative campaign significantly impacted the brand's performance on social channels, achieving a remarkable 138% rise in sales, increasing CTRs on Instagram by 2%, achieving 5% and CVRs up online by 2%, reaching 4%. Additionally, the value-led CTA strategy further boosted sales, indicating the campaign's resonating impact on the target audience.
Contribution
Creative Direction / Project Management / Identity / Campaign.
