Working Three

A formal pinstriped approach just didn’t suit.

Challenge: 3 Wise Men is a business savvy New Zealand shirt label. The brand’s slick Italian style designs, combined with a decidedly cheeky tone of voice, have given it an almost cult-like status. The challenge was to say G’day to the Australian market in a stylish way.

Key Insights

It’s all about creating an empowered cheeky secret. Targeting key influencers through social networking is the key.

Thinking

A compelling social media driven strategy was devised. Always keeping a cautious eye on the budget to minimise risk for the new Australian venture. We started by creating a Facebook presence along with a Twitter account and began building followers. Then we went on to re-skin the 3 Wise Men home page to freshen the look, improve navigation and the overall shopping experience to better suit the brand – without having to go through the expensive process of an e-commerce redevelopment. The site also had geo-location added to ensure users would be presented with information relevant to their location.

Integration

To create a soft-sell environment for the brand to live out its cheeky personality we developed a separate social media web universe – “The Bored Room”. Built around a video blog this mini -site allows users to view selected video clips, comment, share and connect with the brand. To aid in viral spread we built -in a variety of social media tools. To drive return traffic, The Bored Room also features changing discount codes for visitors to use in the e-store.

Results

A combination of on and off site search engine optimisation, Facebook marketing and Twitter activity saw a impressive growth in brand awareness, thousands of targeted hits and hundreds of social media followers.