The Challenge

To establish a solid yet flexible creative platform to approach multiple, complex, and very diverse customer personas under the same brand concept and still feel bespoke and relevant to each touchpoint.

Creative Strategy Summary

The critical insight came up crystal clear after mapping out every persona's journey and distilling their unique value proposition. No matter how diverse these segments were and what stage of their customer journey, the relationship with the brand value relies on the same principle: combining the customer and the brand always leads to better outcomes.

[factor 1 + factor 2 = Better Together] The narrative structure was simple and flexible enough to ensure the concept mileage and adaptability to all media channels and customer/brand moments.

One of the key deliverables of the strategy was the CCF (Content Creation Framework). This framework allows the client's Marketing department to use their funnel's data and automatically get a customised answer, existing examples, layout templates and all the relevant brand assets to create tailor-made content for specific audiences and moments.

My Role

Creative Strategist Lead + Idea & Execution