3 Wise Men – Case Study
Client:
3 Wise Men
Product:
Business shirts and accessories
Click numbers to see images
Background
3 Wise Men – a successful New Zealand based business shirt label. Their slick Italian style designs, quality fabric and palatable prices combined with a decidedly cheeky tone of voice has made the brand a Kiwi businessman’s favourite. The famous “3 shirts for 3 hundy” offer has given them an almost cult-like status in the brands’ home country. With stores in Auckland, Wellington and Christchurch the next obvious step was for the cheerful 3 Wise Men to say g’day to the Australian market. A store in Sydney was opened – that’s where we came in.
The Solution
A heavily social media driven strategy was devised – with a cautious eye on 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 up 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.
To create a soft-sell environment for the brand to live out it’s cheeky personality we created a separate social media web universe – “The Bored Room” was born. 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 – ultimately driving sales.
The popularity of the Bored Room spun into production of a 3 Wise Men viral video. We took the popular story of the Emperors New Clothes and gave it a new, slightly bizarre twist to suit the cheekiness of the brand.
Next out of the gate was a Christmas campaign to drive traffic to both on and off-line outlets. “Smells like Christmas” is an online version of an advent calendar. At the core of the campaign is the mini site featuring a new offer – available for 24 hours only – made available every day from the start of December to Christmas day. The campaign is supported by social media tools (Facebook and Twitter) as well as off line collateral, window decals and local promotional events.
3 Wise Men are an exciting and fun brand to work with and we can’t wait to let you know what we’ll do next…
Posted 1 December 2009 in Clients, Creativity, Features, Internet, Internet marketing, Marketing, Working Three, web design, by Jenn
