OBJECTIVE raise awareness of S’well in the face of growing competition from copycats.
CHALLENGE client needed a film on air in less than two months, but having no brand strategy, didn’t know what it should say, how to say it nor whom to say it to.
SOLUTION first, we dissected S’well’s history to understand the basic drivers behind the brand’s expansion from zero to a 20,000 stores presence in just 5 years. From this exercise we identified Desire as the crucial growth-fueling emotion and enshrined it in the Brand DNA. We then studied the semiotics of this emotion: how Desire is elicited and perpetuated in personal relationships as well as between brands -especially luxury brands- and people.
This is how Magic became the strategic direction, giving birth to a body of work including the film below.
But great content needs great distribution: so Chaco planned, negotiated and purchased the media on behalf of S’well, running the film on Popsugar.com and supporting it with native, branded content throughout the publication.
RESULTS awareness grew by over 1,000% (source: Nielsen’s Vizu), Completion and Click Through Rates over 50% above benchmarks (source: Google’s DCP), achieved over 10M impressions (source: Popsugar.com). If strategy without execution is just a dream, execution without strategy can only be a nightmare.