Tony Awards
OVERVIEW
The Charles took an in-depth look at The Tony Awards competitive landscape and target audience, learning everything about who their existing audience is, how they engage with social media.
SERVICES
Art Direction, Content Creation, Digital Marketing, Lifestyle, Publishing & Media, Social Media
“Using our data and analytics team, our goal was to create a research and insights presentation that would form the narrative for our creative strategy.”
Aaron Edwards, CEO
45 %
Blended average engagement increase YOY across all social channels.
113 %
Increase in extended reach volume with a high volume of interactions and social shares.
DIGITAL ASSET CREATION
To keep the brand top-of-mind and ensure that they were always at the center of all Tony Award-related announcements, The Charles created custom Instagram Stories and templates.
Digital Asset Creation / Custom Instagram Stories
Digital Asset Creation / Custom Instagram Posts
The Tony Awards are a unique combination of artistic grit and New York glamour. In order to best demonstrate this across all platforms, The Charles worked collaboratively with The Tony Awards to develop a new creative look.
Using existing assets, The Charles strategized on how to create fresh and engaging content for audiences, while expanding the brand’s new creative look across all digital touch points.
Social Media
E-mail Newsletter
Erno Laszlo
OVERVIEW
We created a digital experience by seamlessly weaving together dynamic content into a modular design.
SERVICES
Art Direction, Brand Development, Branded Content, Content, Content Creation, Content Strategy, Copywriting, Design, E-commerce, Luxury, Photography, Production, Research, Social Media, Strategy, Visual Design, Web Development
To improve the overall UI/UX experience, we completely redesigned one of Erno Laszlo’s most critical sections of their website, the Product Display Page (PDP).
Pre-Production, Styling, Casting, Creative direction, and retouching were executed, elevating the product in a new and invigorating way.
In preparation for a fresh look and feel on the re-designed website, we led the charge to update editorial imagery brand wide to feel human and real.
From concepting, casting, styling, creative direction, post production all the way to finished shots, we facilitated a collaborative workflow across all partners.
E-mail Newsletters
We helped Erno Laszlo ring in the holiday season with a holiday campaign featuring real people as models.
BIRKENSTOCK
OVERVIEW
We developed a digital campaign to increase awareness of BIRKENSTOCK as active recovery footwear for runners through a series of real runners’ stories.
SERVICES
Art Direction, Content Creation, Content Production, Content Strategy, Copywriting, Digital Marketing, E-commerce, Fashion, Paid Media, Photography, Social Media, Strategy, Visual Design
STRATEGY
Our strategy allowed us to speak directly to runners using insider language for recovery features and benefits because runners know how much recovery matters. And runners know BIRKENSTOCK.
“Runners aren’t a one-size-fits-all demographic. We looked at the media habits and audience psychographics of casual joggers, ultramarathoners, and everyone in between to inform both the comms framework paid media strategy and measurement plan.”
AARON EDWARDS, CEO, THE CHARLES GROUP
CREATIVE
Ultramarathoners Arden Young and Scott Jurek’s stories drove the narrative across the Birkenstock website, paid media, and social assets.
“As an obsessive runner who has been wearing Birkenstock for years I wanted to get this story right for runners. So hiking camera gear to the tops of mountains in two countries, and getting stuck behind packs of mountain goats crossing the road was completely worth it because runners know this is what we do.”
MIKE DOLAN, CREATIVE DIRECTOR
CREATIVE
Campaign visuals focused on the symmetry and contours between the human body and BIRKENSTOCK’s footbed. This reinforced one of the campaign’s key messages: the human body is designed for running, and BIRKENSTOCK is engineered for recovery.
