Better Together
Campaign, Digital, Featured, Photo, Video
Elevated category focused storytelling.
BRAND: REEF
ROLE: ASSOCIATE CREATIVE DIRECTOR
CELEBRATING SISTERHOOD
& THE NEW GIRL GANG FOR REEF
CHALLENGE: How do you capture the attention of sophisticated, trend-setting women to grow your audience, while fostering brand recognition and driving demand? Our task involved creating a themed umbrella campaign with flexibility and longevity in mind, enabling seamless brand storytelling across seasons and offering a platform for introducing a wide range of products.
WHAT WE MADE: Global Omni-Channel Campaign Theme, Style Guide, Story Guides, Photography, Video, Product Launches, Digital, Social, Paid Media.
WE BUILT OUR CAMPAIGN ON A
UNIVERSAL TRUTH OF SHARED
EXPERIENCES & POSITIVITY
SOLUTION: Our Better Together campaign was built on the insight “When we lift each other up, we all achieve new heights” inspired by the magic that happens when women get together and support each other. We visualized this by focusing on the ultimate girls’ trips following real friends as they adventure through aspirational locations using architecture, light, and landscape to amplify elevated and uplifting themes.
Our campaign creative balanced bold and uplifting messages, iconic story-driven imagery, and elements of architecture and movement, with colors and flourishes that added whimsy and feminine energy. We created a campaign style guide and individual story guides for each product/collection launch that incorporated every element needed to build out unique and diverse assets connected to the theme.
ELEVATING CREATIVE STRATEGY
WHILE DOUBLING
KEY WOMEN’S BUSINESS
RESULTS: Our campaign created demand and boosted sales by 125%+ year over year, more than doubling our premier women’s business, while click-through rates increased by 41%+. Our creative execution and comprehensive style guides united the brand and digital teams creating clarity to execute a dramatic increase in content to support digital and paid media efforts.