CONTENT STRATEGY

The following cases are examples of global marketing programs and the content created to support new launches, campaigns and retail programs.

Each content strategy drives the brand narrative forward through assets produced for site, store and social channels to build awareness and conversion.

  • 360° Marketing Strategy: Content generation included assets for pre-departure, in-market and after-sale to ensure communication at every point along the customer’s journey.

  • Deliverables: In-store signage, catalogs, promotional materials, digital features, email marketing, e-commerce editorials, social media content, event and media communications.

  • Scope: Marketing and content strategy, trend research, budget, talent management, vendor participation, content creation, production, catalog development, editing, translations, adaptations, project management, launch and amplification.


Case: Brand Awareness cAMPAIGN

The Let’s Travel Together campaign encompassed an 8-part series that followed influential travelers and subject matter experts as they explored various cities within the DFS network to promote local culture, and DFS products and services with an organic approach. To maximize usage and content, the campaign was promoted at a global and regional level with store and media takeovers across DFS-owned channels.

  • Influencers: Caroline de Maigret, Marcus Sammuleson, Sofia Sanchez de Betak, Yuna, Hyojoo Ko (고효주) and more.

  • Locations: Cambodia, Hawaii, Hong Kong, Macau, Auckland, Venice, Singapore and Okinawa.

  • Content Created: In-store installations, signage, digital features, e-commerce editorials, social media content, EDM newsletters, influencer sponsored content, print communications and media.

8-Part Campaign Series

 

Featuring Sofia Sanchez de Betak; Credit: North Sea Air

Marcus Samuelsson

Caroline de Maigret

 

Digital Features & Shoppable Content

 

Sponsored Influencer Posts

16 City Printed Travel Guide

 
 
Travel Guide Cover.jpg
 

Case: Partnership Campaign

The Beauty All Night campaign was an exclusive marketing program developed by DFS for Estée Lauder to promote the launch of their latest lip franchise in Asia-Pacific, alongside their iconic Advanced Night Repair product. The brand sought a unique creative and content strategy that would resonate with travelers in Asia-Pacific (China, Korea, Japan) while remaining globally relevant.

  • Deliverables: Exclusive creative assets, influencer content, value set on counter and a global series of media and consumer events.

  • Content Created: Creative and marketing strategy, in-store collateral and signage, pop-up event, promotional content, digital feature, social media content, EDM newsletters, influencer channels, print communications and media.

Campaign Creative

 
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Credit: North Sea Air

 

In-Store Content for Point of Sale, Pop-Up & Event Series

 

Digital Audio Travel Guide with Joan Smalls

 

Case: New Store Launch

In 2016, DFS opened its first store in Europe located in Venice at the T Fondaco dei Tedeschi. The launch comprised of a series of campaigns featuring film, print and digital assets distributed globally through owned and paid channels. The content strategy focused on building awareness of the store, the assortment and points of difference.

  • Campaign Deliverables: Marketing and creative strategy, print and film assets, B2B and press communications, digital features, local social media channels and direct mail.

  • Capsule Collection: A print and digital catalog featuring a 50-piece collection of exclusive products created by Valentino, Gucci, Burberry and more.

  • Digital Features: Exclusive interviews with Giuseppe Zanotti, Aquazzura, Philippe Starck, Massimiliano Alajmo, and Giberto and Bianca Arrivabene.

4 Campaign Films (Pre to Post Launch)

 

Pre-Launch Teaser; Credit: North Sea Air

Holiday Campaign; Credit: North Sea Air

Launch Campaign; Credit: Tom Craig

Awareness Campaign; Credit: North Sea Air

 

50-Piece Capsule Collection Catalog

 

Exclusive Digital Features

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Social Media Content & Management

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