Branding | Digital Design | Social Marketing
[Clink] Here’s to bringing a brand to life.
CHALLENGE: Clink makes custom monogrammed high-end crystal and glass barware. It’s beautiful stuff. Yet the company was founded as a wholesaler, and they didn’t know how to translate their exceptional product into a consumer-focused retail brand. Fortunately, we knew precisely how to proceed.
IDEA: To engage their target audience – affluent man-cave dwellers – Clink needed an identity and attitude that could stand apart in a crowded industry.
STORY: The first thing we developed for the brand was a name. We wanted something fresh, fun and memorable, and “Clink” was an obvious winner. It played nicely to the sound of high-end crystal “clinking” together.
Additionally, we developed a mark for the brand, as well as an e-commerce-ready retail website. And all of it with a fresh, engaging look and feel. The brand was ready to compete and win.
Yet there were additional challenges. Because while the product is excellent, it’s no easy task to reach their more affluent target. We needed awareness for our products, as well as clever messaging to differentiate our product offerings from the everyday.
Next, we developed consumer engagement ideas for the brand that were both introductory and promotional. Our crowning campaign achievement was a national e-mail promotion we built with Groupon, which resulted in nearly 7000 purchases and created a database we can use in future promotional efforts.
Of course, we built the brand a consumer-facing e-commerce website, as well as a comprehensive advertising campaign featuring both digital and traditional executions.
We made Clink part of a bigger celebration, one that called for raising a glass to endless lesser-known – but arguably more epic – occasions. Those moments in life where an ordinary glass just won’t do. The new campaign, and the results, were definitely cause for celebration.
From branding to measurable promotion, a highly successful partnership. #We’llClinkToThat.