In the SS20 collection, ECCO needed to create two campaigns with the "perfect fit" Danish influencer for their new Chunky sneaker and this years SHAPE collection. The target group was women from mid-twenties to mid-forties, and the target was clear: We need to tell how ECCO as a brand is moving away from being dusty and old-fashioned, how they create fashionable shoes and not the least that they know their craftmanship and processes.
We created two campaigns with talented Cathrine Widunok Wichmand (@rockpaperdresses on Instagram). The task was solved as a 'full service project', and consisted of everything in the process: Idea, concept, planning, storytelling, production, editing and media adaption. We have also managed all administration of the project; influencer contracts, tone of voice, feedback, planning of influencer activites etc.
The project was solved solely with in-house competences.
A deeper dive.
Master content: Campaign video for SHAPE
Master content: Campaign video for Chunky sneaker
From our master content, we developed a universe of snackables with things like styling tips on the landing page and ultra short story ads to drive traffic and engagement.
A good production needs proper preparation
When we make larger campaigns, we create a complete overview in a campaign book. That makes it easy for both the influencer and the customer to understand the story and goals in the campaign.
A campaign created for Cathrine
A successful campaign with a person like Cathrine demands adaption to her. When we create a campaign like this, we do not have the finalized plan ready before consulting and brainstorming with the influencer herself. This means that the influencer gets maximal ownership on the content and the format.
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