S’well: From beautiful product to formidable brand
OBJECTIVE: raise awareness of S’well.
CHALLENGE: A victim of its own success, S’well needed to protects its margins in the face of increased competition from cheaper copycats.
SOLUTION: We identified Desire as the crucial emotion behind the brand’s initial success and enshrined it in its 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.
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.
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.