Velux
SOCIAL STRATEGY & CREATIVE PLANNING We were asked by the brand to come in and help shape, define and apply a role of social and social first mindset into the business from a global POV. The brand is a market leader in the home windows installation space - but wanted to find other avenues to capture hearts and minds of audiences to see them as an integral part of their home improvement journey.
There was also a need to shift mindsets as a business - to see social as an integral channel - one that needed to be considered as part of the media mix - not standalone. That there was a need to consider content and planning differently.
WHAT WE DID
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Getting the teams ideas, thoughts and ambitions on paper. Creating a collaborative briefing that allowed us to look into opportunities. To listen to the local teams ideas, insights and processes - so that global could truly represent the best the business had at its disposal.
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Taking cues from the team - we spent some time reviewing what they had vs. cultural nuances that could be of interest - providing routes & social first creative thinking to take the rest of the business on the journey.
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Taking into consideration that the brand needed actionable details that they could implement both in the short and long term (globally as well as aligning the local teams) - we created a document that could be used both as a navigational tool as well as an an internal education document for all teams involved with social. Additionally to the hero documentation - we created a series of Playbooks that were used as a living and breathing guide for each local market across the core focus channels.
The importance of light
At the very core of the brand is the importance of light. Their product is the facilitator and it is a key attribute that impacts, evolves and defines every home renovation journey. We needed to ensure that our strategy elevated how the brand shows transformation in storytelling via people, via products and via expertise.
creating for multi -purpose
Following the strategy phase, we supported the creation of social-first shoots centred on real stories of home transformation, with the products placed at the heart of the narrative. Working with real-world VELUX customers, we curated, produced and implemented a global suite of assets that explored the impact of light and home improvement in homes around the world.
