BRINGING A TOUCH OF CLASS BUCKETS OF FUN, AND A LARGE HELPING OF STRATEGY TO CORAL EYEWEAR'S SOCIAL CHANNELS
Coral Eyewear, the sustainable-first sunglass brand, turned to AND THE NEW to help build their brand story and presence across its social media channels.
While the strong foundations of an engaging brand story were there–a truly sustainable product, partnerships with various culturally-relevant brands across sports and lifestyle, and a disruptive attitude–the storytelling was often convoluted and lost. We needed to change this
PERSONALITY AND LIFESTYLE > PRODUCT FUNCTIONS
It’s a simple equation, but one that formed that heart of our strategy. Consumers are more likely to engage with personalities and lifestyles that a brand and product represent rather than any product function. We needed to build our emotional storytelling.
Across Coral Eyewear’s product ranges, we began to build three core consumer personalities that we could directly talk to with our communications: The Sports Fanatics, The Adventurers, and The Lifestylers.
Building a plan to put these three personality types at the forefront meant we could mix our content, tell deeper stories, and directly appeal to the lifestyles and desires of these audiences, all whilst continuing to drive the sustainability message (but anchoring it with relevant meaning to each group)
OUR TROPHY CABINET
Increase in organic Instagram reach
Increase in organic Facebook Reach
20+ collaborative influencer posts from creators withnmillions of fans to micro influencer
Organic social reach across influencer collaborations – without any cost to Coral!