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)