Isolated marketing and creative executions left the brand image fragmented around the world. The brand needed global consistency that still allowed for local flexibility.
The core stakeholder team aligned on a strategy and we began the global research project. With the help of research and creative agencies, we met with customers around the world and gained new behavioral insights. Based on the findings, new concepts were created and tested. The winning concept was brought in-house for expansion and execution.
The new brand campaign focused on the customers’ right to choose and the emotion of reaching out to loved ones. Hundreds of hands, of various ages, genders, and skin tones were photographed. Background with currency filagree were for added texture and specific visual guidelines were created.
Brand recognition more than tripled in target markets. Training sessions were held with local agencies around the world and the campaign rolled out with customizable assets that allowed for flexibility but still kept brand consistency.
Woman’s Day
