A localised national campaign strategy

Binnen and Vivante, two of Euretco's living textile formulas, had the ambition to continue and further improve their successful marketing strategy with their local shop owners. We've developed a full year content strategy, localised to improve shop visitors for every separate shop region.

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A localised national campaign strategy

Binnen and Vivante, two of Euretco's living textile formulas, had the ambition to continue and further improve their successful marketing strategy with their local shop owners. We've developed a full year content strategy, localised to improve shop visitors for every separate shop region.

Inspirational imagery as the basis

The visual representations of the brands were the foundation of the content calendar. We've done several photoshoots to really bring both brands to live, separately, throughout the entire content calendar. By creating the calendar first and plan the photoshoots after, we were able to perfectly plan the shots needed for the entire year.

Improving design based on data

The world of living textiles has been around for a long time, but because of the local store owners it's important to create designs that fit the regions and the stores specifically. To that end we've developed a design improvement process that is based on data analytics on engagement for every specific store owner. This way the production of content can be national, but specified for local deployment which keeps costs down.

Themes to drive consistency

The content calendar consisted of multiple themes that we could deploy across all possible marketing channels; magazines, brochures, shopfloor communication, social advertising, search advertising and blog posts. By creating content themes once, we are able to consistently and quickly translate the theme into a Facebook post, a magazine article or a digital brochure throughout the year.

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