Turning up the heat on Amazon Ads
Frigidaire, a subsidiary of Electrolux, has served as a renowned consumer and commercial home appliances company for over 100 years. Loyal customers rely on Frigidaire for high quality home appliances, including refrigerators, freezers, washers, dryers, air conditioners and dehumidifiers.
A full-funnel approach
Since 2019, Electrolux has put its full trust in FACTOR-A/DEPT® to manage its large product portfolio and develop an effective full-funnel approach that helps them to not only gain customers on Amazon in the US, but also maintain a strong relationship with those customers.
With our advertising and consulting services, we have applied a holistic approach to help Electrolux go from performing well on Amazon, to excelling above and beyond.
Electrolux is already an internationally known brand with an established presence on more traditional retail channels. Frigidaire aimed to continue building and strengthening brand awareness when it brought their Amazon business in-house, so elected to sell its inventory to Amazon from the beginning. This posed a unique challenge that led to us pursuing sell-through as the primary performance indicator.
The primary objective of this campaign was to build brand awareness, as Frigidaire brought its Amazon business in-house. We also aimed to position Frigidaire at the top of the market from the start.
We focused on building a strategy to help reach our goal of sell-through by positioning Frigidaire to reach many shoppers that were likely to make a purchase.
Finally, we aimed for a high category ranking, to take Frigidaire to the top of the Room & Air category in the US with our advertising efforts.
Getting to #1
This case was a perfect example of how a brand can fully utilise all of Amazon’s advertising products and achieve great results by implementing them in combination. We built a full-funnel advertising strategy that included all of the Sponsored Advertising products, as well as the Demand Side Platform (DSP).
- Sponsored Products
- Sponsored Brands
- Sponsored Brands videos
- Sponsored Display Ads
Sponsored Brands allowed us to achieve visibility in the upper funnel, but the majority of the budget was targeted on Sponsored Products Ads, as this ad type generated most of the revenue.
This shift allowed us to get to the top of search placements. We have also been using generic category targeting which has driven Frigidaire to the number one ranking in the Room & Air category.
This campaign and these efforts continue to run, and the results continue to improve even more. We hit 65% sell-through – a result that still continues to increase, and occurred even before the peak summer season.
DSP KPIs, April 2022
- 3% CTR on video campaigns (benchmark: 0.3%)
- 16.5 Total ROAS (benchmark: 6)
- >100 Total ROAS in retargeting campaigns (benchmark: 20)
Due to this success, Electrolux has already planned to send more Frigidaire inventory to Amazon.
Inspiring and entertaining fans all over the globe
2022 came with clear goals for Inter. After updating the brand identity and iconic crest, together with Bureau Borsche, this year was all about overhauling Inter’s digital channels. With football becoming increasingly more digital — from Esports to global fandom and all kinds of digital ownership — Inter is ready to take on a leading position. And so, the following question arose: ‘How can we make our digital channels relevant for a broader global target audience?’ DEPT® answered and led the strategy, design and development of the new app and website.
The key takeaways
Growing the global fandom
Football wouldn’t be football without the fans. And don’t the Nerazzuri know it. To cater to a global audience that might be interested in ‘more’ than football, we settled upon a new digital experience strategy with a focus on Milanese culture, players and stories. Content is truly king here. The same goes for Inter TV, which gives fans around the world access to a whole bunch of video content. Still, anything and everything match related is of course also available in the new Match Center, which comes with engagement features such as ‘Man of the match’. Last but not least, a differentiation is also applied into the channel strategy, with web focussing mainly on (international) sports fans whereas the app is really meant for the hardcore fans of the black and blues.
Fans can now follow Inter in a more immersive way through the website and app that have been renewed thanks to the valuable collaboration with DEPT®
Luca Danovaro, Chief Revenue Officer at FC Internazionale Milano
Boosting sponsor activations
The new website and app host a myriad of commercial opportunities for both Inter and their sponsors, partners and advertisers. These range from well-known options such as bannering and promotional slots, to more exclusive options such as dedicated microsites with custom immersive experiences that really put Inter’s key sponsors and partners in the spotlight. The first microsite was launched in early July to present the new 2022 kits together with Nike. Other than that, Inter’s digital channels make use of accounts behind a login that give access to Inter TV and unlock exclusive content and other benefits.
Connecting brand to culture
For Inter, football is one side. Culture is the other. So it comes as no surprise that culture gets a prominent spot in the channels. Players are pushed forward on culture pages, sharing their stories, interests and likes beyond football. With around 1 out of 5 fans more interested in the player than in the game (according to The European Football Benchmark 2021) there’s certainly a demand to fill here. In the future, Inter will expand their culture pages with a focus on (local) celeb fans and their love for Milan — making the global local.
Just like on the field, in order to succeed digitally a great strategy is a must. That’s why all channels have dedicated roadmaps. These contain several future releases with new pages around collaborations and the Milanese culture, an ‘IM Premium’ account tier with even more content and benefits, special microsites with other sponsors, exclusive Inter NFTs and much more. The new digital channels are just the beginning of Inter’s commitment to becoming a leading club in terms of digital fan engagement and experience. Forza Inter!
FORZA INTER! Explore the website
Head of Strategy
A new e-commerce site for a B Corp food brand
Simple Feast, the certified B Corporation that offers plant-based meal kits to consumers in Denmark, Sweden and the US, turned to DEPT® to help them deliver a new e-commerce site. As a fellow certified B Corp, DEPT® was perfectly placed to create a digital platform that reflects the sustainability, quality and convenience that Simple Feast stands for.
Simple Feast puts sustainability first
At Simple Feast, the mission is simple: to create the sustainable food of the future. With their well-composed meal kits, they make it both easy and delicious to eat healthy, organic and environmentally friendly. The menus are developed by some of the world’s leading chefs and are delivered in ready-to-go pots, so busy people can easily gather around the dinner table with great food made from scratch.
The food you get in your Simple Feast meal kit is 100% vegan, organic and locally sourced. And the passion for sustainability doesn’t stop there; all the packaging and delivery boxes can be reused again and again.
The challenge: a rebel in the Red Ocean market
Subscription meal kits are a ‘Red Ocean’ market, where the battle to attract and retain customers is continuous and intense. In order to succeed in its mission and champion the sustainability message, Simple Feast had to stand out from the crowd.That’s why it was crucial that the new site conveyed their mission clearly, reflecting their brand identity.
The new site needed to make it clear to customers what they are paying for when they buy a meal kit from the market’s green rebel. Choosing Simple Feast is not just a matter of convenience and quality, it’s also contributing towards a better and more sustainable world.
Another goal of the project was to increase sales of Simple Feast’s ‘Essentials’ product range, which includes plant-based yogurt, homemade granola, and jars of comfort food ready to heat up. So, when building the site, it was important to ensure that the Essentials range was introduced as a natural add-on to the meal kits.
The solution: rebellious and user-friendly
Creative agency Waaitt designed the visual identity which DEPT® then further developed digitally to roll out on the website. The style is strong, bold and unconventional. With its bright colours and crisp fonts, the visual expression communicates precisely the rebellious attitude which is such an important part of Simple Feast’s brand identity.
The site had to be user-friendly and work across Simple Feast’s three markets, Denmark, Sweden, and the US. To reach the right balance between recognisability and rebelliousness, we drew inspiration from best practices in e-commerce and focused on shaking up convention through strong design.
The goal was to create a website that presented Simple Feast as the frontrunners in the food of the future. So we needed to create a design language that cut to the chase and stood out from the crowd. The solution was to turn to raw authenticity. To get to the core of the brand message, we kept the expression straightforward, with grids and images that go all the way to the edge of the page. In other words, we created a site that is just like its brand: simple.
A B Corp brand that leaves a mark
Simple Feast is a bold brand. Their core product isn’t just another meal kit; it is soul food wrapped in ambition and thoughtfulness. And the same now goes for their site.
Together with Simple Feast, we have created a unique digital representation of the brand. The redesign of subpages is still a work in progress, but the mission to make the brand’s activist spirit shine through is already complete.
It’s a pleasure to work with ambitious brands that also care about sustainability. That’s why it’s been great to help another B Corp company, Simple Feast, in their mission to make the world a better place, one meal at a time.
Marie Spliid Kirkegaard, UX Manager at DEPT®
Discover the website
Marie Spliid Kirkegaard
Boosting the job market with data-driven solutions
As the largest employment agency in the Netherlands, Randstad has an enormous database of vacancies and outstanding advertisements for all available jobs. Maintaining an overview of current advertisements can therefore be quite a challenge. Which platforms contribute to conversions? And which job ads are still online when they should be offline? New data-driven solutions make it easier and more efficient for Randstad to show vacancies in the right place and fill them.
Scalability as a requirement
Scalability is a must for Randstad. All solutions were therefore developed within Google Cloud Platform with the idea that another country within the Randstad Global organisation can easily make use of the same technology. Our data models and machine learning applications are generic and can be applied to data from other countries.
In this way, we developed solutions that are reusable, reduce future development costs for other countries, and allow the business impact of solutions to be scaled up quickly.
A personalised attribution framework
We created a custom-made attribution framework in Google Cloud that completely fits Randstad’s modus operandi and maps out the entire customer journey of thousands of applicants. A framework that makes it easier for marketers within Randstad to collect data, gain insights and experiment with campaigns to achieve the desired results. The complete attribution framework consists of four steps:
Structuring data into customer journeys.
Build and automate data-driven attribution models.
Visualise attribution outputs and then gain insights.
Based on the insights, changes are made to the campaigns through experiments within marketing channels and budgets. This is the step where actual business value is generated.
A smart supply and demand model
Randstad wants to eliminate or reduce media spend for vacancies that already receive a lot of supply from the market in order to reduce unnecessary costs. Our solution: the demand and supply model. This model uses data sources from the job feed, Randstad’s own database, and Google Analytics to generate the required input variables. The raw data is then transferred to Bigquery, the data warehouse in Google Cloud Platform, and a fill score is calculated on a daily basis. These scores are sent to various databases for the marketing and IT teams to use, helping Randstad to be more data-driven as an organisation:
- Online marketing optimisation: the scores are used to determine whether a vacancy should be pushed to paid channels. When the score of the demand and supply model exceeds a certain threshold, it is no longer pushed. The vacancy can however still remain active, but then has a higher chance to receive applicants through organic channels.
- Platform optimisation: the scores can be used for activation on the Randstad website. Jobs that are harder to fill are placed on specific pages to generate more traction.
Data-driven, efficient and cost-saving
The tailor-made solutions we developed together with Randstad help Randstad as an organisation to:
- Become more data-driven;
- Be more efficient with its media budget;
- Improve the online user experience of potential or existing candidates
Rick van Sintmaartensdijk
For every body and everybody
For more than 80 years, Philips has been the leading brand in the male grooming market.
With a strong focus on new technologies and innovations, their products are built around a deep understanding of the ever-changing needs of men.
One of those products is the all-in-one groomer 7000 series; loved by anyone who tries it but, in a highly crowded category, not on every man’s radar.
Philips approached us to help break through the clutter with a new campaign that shows how their product is the obvious choice for all modern grooming needs.
A wider opportunity
While delving into the world of our men, we saw an opportunity that was bigger than the brief. Because beyond product relevance, we detected a clear need for more real and honest communication when it comes to men and their hair.
The conversation around women’s shaving and hair removal has become a lot more diverse and honest in the last couple of years, with brands like Billie and Estrid leading the charge. But until today, this conversation has not happened for men.
The male body positivity movement is slowly ramping up, but it never concerns hair.
Unhappy with hair
And this is a big issue. Research shows that the majority of men are ashamed of their body hair (OnePoll, 2019).
Which isn’t that crazy when we take a look at the untrue image of (the often lack of) male body hair we see displayed in advertising around us.
Spreading body hair positivity
Together with Philips, we decided to change that and play an active role in addressing these insecurities by spreading some much needed body hair positivity.
Our goal for this campaign was to spark a conversation that ignites change in the entire male grooming category. And while doing so, pivoting the Philips brand into a bolder and more inclusive direction.
Honest and versatile
We came up with a sharp and disruptive concept which breaks with the homogenous look of the category. No clean-shaven, successful-looking, corporate dudes, but real men with real hairy needs.
In line with the versatility of our product, we wanted to show it all: chests, legs, ears, arms, back, and balls (yes, you read that right).
By being honest about men’s grooming needs and habits, we celebrate all body hair, leaving no men – and hair type – behind.
Curly, thick, straight or wavy – you name it, the all-in-one groomer 7000 series will trim, shave or edge it.
A social-first campaign: hyper-relevant ads, delivering the right message to the right people at the right moment.
Associate Creative Director
Music + Talk by Spotify – revitalising the world of podcasting
The popularity of podcasts has grown exponentially in recent years. However, due to licensing laws, adding music to audio content remains challenging.
Thanks to Music + Talk by Spotify, such issues are now consigned to the past.
With over 60 million songs at their fingertips
Creators are now free to combine tracks from Spotify with their own talk segments using Anchor – a free app for creating and distributing podcasts.
The result is a new genre of audio show, Music + Talk. Studio Dumbar (Part of Dept) was selected to create the visual identity for this pioneering brand.
Spotify’s goal with Music + Talk is to break into the global podcast market, while simultaneously reinvigorating and revolutionising the way content is created and delivered. The new brand had to communicate this aspirational energy, while sitting comfortably alongside the Spotify and Anchor brands. The look and feel had to be flexible, easy to work with, and strong enough to attract the podcasting world’s leading lights – as well as the next generation of talent.
Working closely with Spotify and our sister agency, Byte (part of Dept), we created a vibrant brand with motion at its core. The word-mark communicates the product’s purpose with crystal clarity. The shapes containing the words Music + Talk add personality, while providing a foundation for the broader visual identity. In motion, the shapes stretch and contract, expressing the pulsing energy of sound while creating a larger family of shapes, from which patterns are made. Cropped, rotated, and set in different colour combinations, these patterns give the identity its flexibility and character – a foundation that remains instantly recognisable, even when the mark itself isn’t in use. An integral part of the identity is its sound logo: a short, memorable jingle create to clearly identify all video and audio-only content generated for the Music + Talk format.
The identity will continue to roll out as fresh content is made and distributed via Music + Talk. Extensive brand guidelines have been provided, with every design asset easily accessible online. This ensures a consistent and coherent identity whatever the manifestation, and wherever in the world a designer might be.
Resonating with gamers across the globe
SteelSeries has been a leader in e-sports gear for 20 years, and its contribution to e-sports gear has changed the game forever. The brand can pride itself on trophy-like achievements such as creating the world’s first ever glass mousepad and designing the most awarded headset in gaming. Having cemented its position as an e-sports pioneer, SteelSeries turned to DEPT® to help tell its ‘Glory Story’ in celebration of the brand’s 20th anniversary.
Until 2021, SteelSeries’ rapid growth had mainly been driven organically by its unparalleled product performance. The successful brand hadn’t started exploring the golden opportunities connected to claiming its brand story and basing it on its unique history and the immense role the brand has played, and continues to play, as a challenger of the status quo in the world of e-sports gaming gear.
As SteelSeries reached its 20th anniversary in 2021, it became clear that there was no better time for the brand to tell the world its Glory Story. For two decades, SteelSeries had fuelled the gaming industry by creating innovative new products, designed specifically for e-sports and passionate gamers everywhere. With millions of new gamers around the world constantly entering the market, the brand wanted to find a compelling way to share this heritage. Together with SteelSeries, we crafted an innovative campaign that resonated with gamers across the globe and turned 20 years of brand history into a 20% increase in brand awareness.
The strategy: making ads that gamers want to share
It was clear to both SteelSeries and DEPT® that the brand’s rich legacy was an untapped goldmine of growth opportunities. However, as we ventured into this uncharted territory with a wealth of material to choose from, a number of challenges presented themselves. The main questions were:
- How do we turn this into a cool and engaging story rather than boring self-praise?
- How do we strategically pick the right stories or achievements from the SteelSeries legacy?
- How do we best communicate these awesome stories to gamers who do not tend to watch 30-60 second flow TV commercials?
First and foremost, we needed to find ways to connect with different types of games. It was clear that relevance was the key to success, so finding the right messages and choosing the right channels was crucial to driving and maintaining interest.
The solution: ad sequencing with tailored storylines
To craft compelling content that would appeal to the target audience, we focused on three elements: enlisting leading creatives; targeting two core target audiences; and using ad sequencing for tactical storytelling.
Ensuring that the campaign would feel just as cool as the digital realms in which gamers immerse themselves was paramount. SteelSeries enlisted top-notch creatives to portray the world that gamers know and love; the world of gaming.
Smart targeting for smarter story telling
We identified two core gamer groups and custom built the narratives of the brand story to match their specific characteristics:
- PC console gamers: We showed them that we understand them, that SteelSeries is, has always been, and will always be, a by-gamers-for-gamers brand. This was visualized through a series of gaming moments that make gamers feel glorious. We also showed them our long line of gaming innovations and how they’ve continued to elevate the performance of gamers everywhere.
- E-sports gamers: We showed them our huge involvement, support and commitment to the e-sports community, centred around the fact that e-sports pros have won more prize money with SteelSeries than any other brand.
Ad sequencing for tactical storytelling in the digital world where gamers live
Having outlined the big idea and how we wanted to customize this message to each of our audience types, we wanted to ensure that we not only met the gamers on their preferred platforms; we also wanted the campaign to stand out as the extraordinary story that it was. It had to be more than just another marketing campaign.
To achieve this, we made use of a number of tactical elements. With first-class visual content, strong storytelling and bold, attention-grabbing statements such as “if you suck, that’s a problem we can’t solve” in place, what we needed was to get gamers to start watching. Initial testing of non-skippable ads showed that these did not achieve the significant impact that we were looking for, so we needed to find a different tactic to pique the interest of our target audiences. Using ad sequencing on YouTube allowed us to divide storylines into shorter segments and craft them into sequences tailored to each target audience to increase the chance of catching the gamers’ attention.
Moreover, if a gamer skipped an ad, we used customised messaging based on the gamer’s previous interaction with the campaign with ad copy such as “we know you skipped our last ad, but you’re really missing out”. As results quickly showed, combining ad sequencing with this approach significantly increased the chance of catching the gamers’ attention and seeing them complete the remainder of the sequence.
The results: 85 million views and a 20% increase in brand awareness
Fast forward a year, and the campaign has been watched more than 85 million times across 30 countries. Moreover, gamers expressed their love for the campaign across social media with comments such as “the first ad I’ve watched in its entirety” and “this is the mother of advertisements”, among hundreds of others.
And the result? A 20% lift in brand awareness, significantly above YouTube and Facebook benchmarks. With the Glory Story campaign, SteelSeries has succeeded in claiming their brand history and harnessing it to boost brand awareness among their core audience. And it’s only the beginning, says SteelSeries CMO Kathryn Martinez:
“Ultimately, it’s been incredible to see that we have a story worth spreading. It took a leap of faith, but thanks to this campaign we know there’s an audience out there that really wants to hear from us. And we have so much more to say – there are many more levels to this game.”
Experience the website
Victor Marcus Lunde
A complex multi-site, multi-lingual migration to Optimizely
Headquartered in Norway and represented in more than 100 countries, Jotun is a global paint manufacturing company that specialises in decorative, marine, protective and powder coatings. The £1.94 billion turnover company operates 38 production facilities and 67 companies across the world. The team turned to DEPT® to advise on CMS selection and migrate all 91 variations of its B2B and B2C websites, including more than 60,000 pages, to a new Optimizely solution.
Scoping the challenge
As a global manufacturer of paint products for both the industrial and home segments, Jotun has distinct B2B and B2C sites with radically different purposes and requirements. The primary purpose of the consumer site is to provide inspiration and stimulate in-store demand, which is done through beautiful imagery, interactivity and design ideas, supported by practical guidance such as product information and how-to guides.
Jotun’s trade site serves as a customer portal where dealers and distributors can log in to access personalised tools, product and technical information to expand their knowledge of Jotun products and accelerate their own business operations. Products, tools and content are dynamically displayed to individual users relevant to their sector, as well as personalised messaging and account information.
The aim of the project was to source a new technology solution and migrate all 91 (and increasing) country and language versions of the B2C and B2B sites within 12 months.
Finding a future ready solution
With wide ranging requirements and defined future plans, Jotun needed to migrate to a truly versatile, future-ready solution. Following a thorough analysis of the company’s current and upcoming requirements, an in-depth platform comparison and proof-of-concept review, Jotun identified Optimizely as the optimal platform to meet their needs.
While the existing B2B and B2C platforms had been built on the SDL Tridion CMS, Optimizely’s DXP (digital experience platform) provided the flexibility and opportunity for Jotun to accelerate its digital capabilities in the future.
As well as providing an improved CMS editor experience, the DXP has strong content and commerce offerings that the team could utilise to lay the foundations for Jotun’s future website improvements. The platform also handles multiple websites and languages with ease, and provides a range of hosting options, including fully managed cloud with Microsoft Azure, to help minimise overhead for the internal IT teams.
Discovery deep dive
Having worked with Jotun since 2016 to build its existing platforms, DEPT® understood the complexity of the business and its goals. DEPT® is also an expert in developing large scale content management solutions, making the team well placed to not only consult Jotun on the optimum CMS choice, but to manage the complex migration.
Although DEPT® was already familiar with Jotun’s digital operations, the discovery phase was essential to fully understand the current landscape, authoring needs, non-functional requirements, and determine the technology architecture and integrations required for the future state.
Through a range of workshops, we conducted a page and component audit to understand and document all templates, features and functions. This helped us to understand where and how often they were used across the sites and informed the new technical specification.
We reviewed SEO to develop a specific migration strategy that would ensure no equity was lost, as well as analytics to understand requirements of the new sites and ensure all tagging specification was integrated ahead of the live date. We also ran sessions with end users so that we could recreate what they liked about the existing set up, and remedy elements that they found frustrating.
Architecting a flexible technical solution
Once the existing landscape and future needs had been fully reviewed within discovery, DEPT®’s technical experts were in a position to architect the optimum solution to meet all security and non-functional requirements. To form the basis of the build, they produced a specification to detail all of the required elements, the approach to each, and the overall technical approach.
The project was somewhat simplified by the fact that we had initially architected both the B2B and B2C solutions in a headless fashion, utilising React.JS for the front end and SDL Tridion for the back end. Having the front and back ends decoupled in this way meant we could proceed with the CMS migration with little work to the React application, integrating Optimizely via an abstracted API layer.
Complex content migration
Through DEPT®’s in-depth approach to discovery, where its content specialists had direct access to the existing CMS, conducted visual reviews, and discussed needs with content editors, the team had a strong grasp of content needs to develop an effective migration plan.
When it came to the main task at hand, content migration, one of the main challenges we identified during the discovery phase was that SDL Tridion is a component based system, allowing editors to build pages from a range of components, whereas Optimizely is a page based solution, where editors can add/amend content on pre-built page templates.
Content migration is already the riskiest phase and the one most likely to cause delay, particularly when handling the page volume that Jotun has; but this added an extra layer of difficulty, as regional sites often had vastly different page layouts for the same page type on the global site, making automation of page migration almost impossible without major error.
Through a series of content audits, our specialists identified more than 35 page templates and +100 components that had been used without standardisation across different market sites. To ensure the effective migration of the 35 templates across all pages, we first implemented a tiering system to identify the highest-lowest value pages, and therefore highest-lowest risk pages, depending on the structural complexity and prominence of the page.
From here, we were able to identify nine page formats that were being used most consistently across the vast majority of the 60,000 pages, where we could run automated scripts to test for any variances in page structure and migrate these lower risk pages. The remaining, higher risk, pages, of which there were around 800, were manually reviewed and migrated by DEPT® and Jotun’s content editors.
DEPT® quickly became embedded in Jotun’s marketing team and experts on its content management. Our specialists delivered more than 20 training sessions to Jotun’s content editors in regional offices across the world, to ensure a smooth transition to the new CMS.
DEPT® is proud of the part it is playing in Jotun’s digital journey. After the successful migration of all 91 sites and 60,000 pages from SDL Tridion to Optimizely, Jotun’s new digital architecture is more efficient and effective for both internal and external users. Greater standardisation across sites adds strength to the brand, and the foundations have been laid to accelerate Jotun’s digital activity in the months and years ahead.
Managing Director UK
Refreshing a century-old brand for today’s world
Alongside DEPT®, Wilson repositioned themselves and authored a proactive, authentic mission for the brand and business: “empower every human to live life like an athlete.”
On this foundation, we set out to refresh the brand identity and execute a digital launch strategy for Wilson Sportswear from concept through production.
The need to stand for something
Wilson, the iconic American sporting goods brand, came to us at an inflection point.
The company had been at the centre of sport for over a century, making world-class hard goods like balls, bats, rackets, clubs, and gloves to give athletes an edge. While their products were well-known by athletes around the world, they were preparing to launch their first-ever apparel line and recognised that the brand needed to stand for something bigger.
We started by shaking down the brand through a visual audit and interviews with employees and athletes to understand brand perception and the role that sport plays in their lives.
We learned unequivocally that sports matter. They add meaning to our lives. They teach us things.
How to persist. How to work together. How to fail. And most importantly, that what lies within is bigger than anything that lies ahead.
You don’t reinvent a 100-year-old brand. You find its soul and give it room to grow.
No primetime athletes.
No cut-throat competition. No winning or losing.
Our creative showed only everyday athletes who play for the love of the sport.
“Athlete” is considered a title reserved for a chosen few. It conjures up ideas of physical ability and big-name fame. When people think “athlete,” they think of the ones they see on TV. Blood, sweat, and tears. Walking out of tunnels, arms raised in victory.
Our go-to-market strategy for the first year of Wilson Sportswear was to challenge these stereotypes by representing the athletic spirit that lives inside us all and plays on without expecting anything in return.
Spirited collaboration despite the odds
Design and product development, in sync
The timing of our brand identity work allowed BASIC/DEPT® designers to explore and refine a new visual language for the Wilson brand at the same time their internal teams developed the inaugural Sportswear collection. As a result, we were able to influence everything from packaging to hang tags, even branding on the collection itself.
Empowering a global team to create with long-term consistency. We crafted an all-new brand book consisting of a design system, photography guidelines, and company culture material.
A familiar format to carry on the conversation. For year one, we proposed orienting the brand around biweekly “drops.” This construct was proven in the category and gave Wilson a way to establish a heartbeat of product stories based on cultural moments, capsules, and collaborations.
Remote content production
The restraints of the pandemic didn’t hold us back. We were able to safely plan and produce multi-day shoots in LA to sustain the launch phase and months of drops to follow.
Client Services Director
Setting a new online standard
The ingenious Tripp Trapp high chair by Stokke – popular with parents and children alike. The Norwegian cult brand is pursuing its goal of becoming the global market leader in high-quality children’s furniture and prams. In order to get closer to achieving this vision, Stokke commissioned DEPT® to redesign its online shop and at the same time link it to their brand stores in London & Sindelfingen.
Stokke relaunches its new online shop
Stokke, once again, chose the Salesforce Commerce Cloud as its e-commerce platform. In order to increase online sales, DEPT® optimised the technical performance of the shop and modernised its design. Existing features – such as the product configuration tool or the store locator – have been migrated to the new platform and perfected. The new shop underwent a staggered launch in the UK, the USA, EMEA, various APAC countries and Russia.
Online and physical brand presence are unbeatable when combined
Endless aisle solution in the brand store
With the Brand Stores, Stokke is setting the stage for a unique brand experience and creating the perfect symbiosis of a minimalist, modern design and a natural, Nordic ambience. In line with its strategy of using the store as a digital sales channel, Stokke decided to enable shopping without a point of sale whilst creating a seamless cross-channel shopping experience. In order to ensure this, DEPT® linked the physical store with the online shop by integrating the ‘Endless Aisle’ tablet application into the Stokke Salesforce Commerce Cloud environment.
This app extends the performance of the Salesforce Commerce Cloud to the local store. By using tablets, Stokke can offer its customers the full range of products – both online and in-store. If the customer chooses a product in-store, the purchase is completed cashlessly via the app using a credit card and the product can either be taken immediately or delivered to the customer’s home (or to another preferred address).
- A wider range of products in-store.
- Payments can be processed anywhere within the store.
- Long queues are a thing of the past.
- Home delivery.
DEPT® was responsible for the entire project management and implementation. Our partner XCEPTANCE was responsible for test planning and implementation.
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