PROJECT OVERVIEW
A generous gap in the communication schedule attributed to a 20% drop in social media activity and web traffic. Without new product launches forecast within the next 8-10 months this drop was set to increase exponentially if left unaddressed. This gave opportunity to propose a long overdue brand awareness and engagement campaign.
A generous gap in the communication schedule attributed to a 20% drop in social media activity and web traffic. Without new product launches forecast within the next 8-10 months this drop was set to increase exponentially if left unaddressed. This gave opportunity to propose a long overdue brand awareness and engagement campaign.
Utilising insight data provided by the Research & Planning team, I had established that one of Roland’s highest distinctions was high customer retention attributed to robust technology and the duty of care to new and existing customers - this high retention rate would be the basis of the campaign.
Creative Pitch
Visual Steer
Visual Steer
With a clear picture of the campaign’s creative and direction in mind, I produced mock-ups and a style guide. Each iteration of the campaign was to be encapsulated within a single emotive word and bite-sized testimonial unique to the customer’s profile
It was crucial to avoid any sales messages or overly technical terminology
A key objective of this campaign was to reinforce the concept of Roland as a customer centric brand, confident enough to deliver a brand build campaign of this nature as opposed to a traditional sales lead exercise
Production
Pre & Post
Assuming role of researcher and director during production, alongside several different European photographic and video agencies. 1st stage composed of 8 editions, each captured on location, often without means to perform reccies prior to shoot
Assuming role of researcher and director during production, alongside several different European photographic and video agencies. 1st stage composed of 8 editions, each captured on location, often without means to perform reccies prior to shoot
Featured customer profile: Alex Ligget The Vinyl Guys - Stourbridge UK
Featured customer profile: Massimo & Letizia Marchi MAX MODEL - Florence, Italy
Featured customer profile: Nicola Rubino Germanco Design - Bari, Italy
Roland Heroes
Building a customer Centric brand
Building a customer Centric brand
While Roland’s market leader status came under attack from newer competitors entering the market, this campaign exploited a unique selling point that could not be countered by any of its rivals
Though not measurable in sales results, the engagement campaign reinforced the importance of Roland’s role in their customers’ journey.
“The Roland hero campaign has been a pivotal point in my journey, providing me with a platform to share my experiences. As the Vinyl Guys goes from strength to strength, I hope that my testimonial demonstrates to others that anything is possible with the right dedication.”
Alex Ligget -Owner & Founder - Vinyl Guys
Alex Ligget -Owner & Founder - Vinyl Guys