Prepare a brand’s audience for a major strategic and creative change.
Realign a brand with its positioning.
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. Client .SDC Petite Italie
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. Role .Campaign Management // Content Creation
After thorough analysis of SDC (“Société de Développement Commercial”) Petite Italie’s commercial offer based on a strategic positioning study, the brand’s biggest weakness is revealed: its communications. After positioning the neighborhood as “Montreal’s Ultimate Gourmet Destination”, it is essential to make changes to the brand’s communication strategy in order to realign it with its unique selling proposition. Therefore, preparing the brand’s existing audience for a major change in terms of identity and content is crucial. The transition phase is consequently rolled out in a 3-month campaign where different content types and formats are tested in order to learn more about the audience’s interests.
. CONTENT CREATION .
- // Research & Moodboard
- // Storyboard & Script Writing
- // Designing Instagram’s Grid
- // Illustration & Animation
- // Creative Copywriting
. DIGITAL MARKETING .
- // Campaign Planning & Management
- // Digital Account Management
- // Content Planning
- // Media Planning & AD Buying
- // Performance Analysis (KPIs)
// Mood Board
Harnessing the power of communications.
A new brand identity is a major change, not only in a brand’s life, but also in its relationship with its audience. With a lot at stake, it is important to help Petite Italie's existing audience embrace the major upcoming change, by introducing the novelty gradually on the brand’s communication channels. Being the first stop in this journey, the SDC’s social media platforms get a complete makeover from the profile and cover pictures to story highlights and description texts.
// Illustrated Content
Hungry for a new direction.
The main objective of the transition campaign is to realign the brand's communications with its positioning through a strong content strategy that supports the essence of the brand, its personality and DNA. With that in mind, the SDC’s content is reoriented towards one and only topic: food. Automatically, Little Italy's blog becomes the primary touchpoint for sharing the neighborhood's culinary heritage through recipes and tips and tricks.
Adapting to the challenge of a worldwide pandemic.
COVID-19 has highlighy affected industries around the world, and retail is no exception. With a worldwide pandemic, people’s habits and lifestyles have changed, and with it, consumer behavior. Before taking any action to promote Little Italy’s new brand identity, understanding the consumer’s new needs and analyzing their interests is of utmost importance. By understanding its audience, the brand would be able to adapt to their new lifestyle by showcasing their new habits through different stories. The neighborhood is therefore promoted as the place to be for all those wishing to spend quality time with their loved ones in a unique outdoor setting that is known for its European vibes.
The content in transition.
A transition campaign must deliver a complete shift in terms of content type in a smooth and seamless way in order not to shock its audience. For that reason, it is necessary to test different content formats and evaluate their performance before settling for the right ones. With the sanitary crisis making it impossible to organize photoshoots, the chosen formats for personalized content is digital illustration and 2D animation. With no doubt, Little Italy’s merchants are invited to contribute to the transition campaign, as some of their pictures are selected and then mixed with animated and illustrated elements. The new communication direction taken by the SDC did not only allow it to position itself on the market, but also to increase the engagement rate and number of followers on its social platforms, and to strongly connect with its community.
