Davek Umbrellas came to The Spark Group looking for help with increasing brand awareness and establishing higher market share. Davek sought a partner who could approach content creation and digital advertising in ways that would bolster the brand, allowing it to stand out in a market that consumers regard as utilitarian.
Through comparative research of competitors’ creative content and analysis of Davek’s customer base, we discovered that Davek’s online presence was missing a human presense. The Davek umbrella, with its intelligent engineering and cool exterior, embodied the brand. This approach worked well for Davek’s original customers: the engineers, the architects, the product designers. However, it was alienating other potential customers, particularly those simply seeking a durable umbrella that will last and look great.
A new approach.
Through comparative research of competitors’ creative content and analysis of Davek’s customer base, we discovered that Davek’s online presence was missing a human presence. The Davek umbrella, with its intelligent engineering and cool exterior, embodied the brand. This approach worked well for Davek’s original customers: the engineers, the architects, the product designers. However, it was alienating other potential customers, particularly those simply seeking a durable umbrella that will last and look great.
Redefining the brand.
Integrating Davek’s current focus on product design with a stronger push towards a lifestyle-oriented approach to branding would make Davek accessible well beyond its current customer base. To grow its audience and drive sales, this new voice would help Davek establish itself as the brand whose accessories transcend practical purpose and become powerful and eloquent representations of the owners’ lifestyles.
The Spark Group produced ongoing social content for Davek to engage with its current customers and to reach new audiences that were unaware of the brand. Our social media producers worked closely with our design team to determine what type of visual content would be most relevant for Davek’s audiences, and what type of imagery would really resonate on their social channels in addition to enticing new potential customers.
Davek launched a Kickstarter Campaign for the Davek Alert – an umbrella that alerts its owner via mobile app before they leave it behind. The Spark Group created Facebook and Twitter ads, as well as promoted and organic social content to raise awareness about this new product and Kickstarter project. The most valuable portion of this campaign was community outreach. We engaged with existing Davek fans and potential fans across Facebook, Twitter, and Instagram to find people who would benefit from backing this campaign.
The Spark Group’s high-quality photographs paired with lively Facebook content made for highly successful posts about the Davek Alert Kickstarter Campaign. The ads drove users to the Facebook page and these users actively responded to our relatable Facebook posts. Our organic Twitter content allowed us to target people who were unsatisfied with their current umbrellas and inclement weather. By responding to these users in an approachable manner, The Spark Group was able to leverage user interaction to raise further awareness for the new product.
As the Davek Alert Kickstarter campaign gained traction, the brand received positive press from impressive sources like Bloomberg, Fortune, and Mashable. This positive press, along with The Spark Group’s inviting Facebook content resulted in Davek receiving even more recognition from other veritable Facebook pages such as KISS 92.5 radio station.
We produced a lifestyle photography shoot that would reach consumers in a personal way while highlighting the product’s unique combination of aesthetic beauty and unsurpassed durability. In true digital marketing fashion, The Spark Group turned to Instagram to find our crew. We collaborated with Davek to cast models whose style matched our vision for spontaneous authenticity and to choose an influential photographer whose incredible body of work truly captured the quintessential “New Yorker’s New York.” On the day of the photoshoot, our talented crew travelled to several neighborhoods in NYC, each of which highlighted a unique aspect of the beauty in the gritty city.
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Search & Display.
To maximize ROI and increase brand awareness, The Spark Group images from our photoshoot to launch a compelling display ad campaign. We remarketed these ads to online users who had previously indicated an interest in Davek, and we also served these ads to new users based on specific keywords and target audiences. We optimized these targets and ad placements to maximize the budget’s reach, and continually analyzed and optimized the campaign based on customer activity and sales trends.
The end result? A series of stunning images that feel as elegant and powerful as a Davek umbrella. We were able to use this body of visual content throughout the integrated campaign, in social content, on Davek’s existing website, and in our display ads. In the end, we were able to bring the Davek Alert Kickstarter to life and exceed Davek’s $50,000 pledge goal with crowdfunding while our content strategy also led Davek’s Facebook following by 92.3% and Twitter following by 55.3%.