D’ussé
Content and Social Agency of
Record for the esteemed
cognac brand for 2019 and
beyond.
OVERVIEW
The Charles has partnered with Bacardi and Roc Nation to provide support for the release of VSOP and XO on the North American market.
SERVICES
Art Direction, Brand Development, Branding, Content, Content Creation, Content Strategy, Copywriting, Design, Luxury, Photography, Production, Social Media, Strategy, Visual Design
ON DATA AND ANALYTICS
The Charles undertook an in-depth data and analytical discovery exercise in order to better understand the cognac industry, D’USSÉ’s target audience, the competitive landscape and audience digital engagement. The resulting information informed our tactics and enabled us to create a robust creative strategy and content strategy.
CREATIVE STRATEGY
Tasked with strategizing social media executions utilizing both existing and newly created media assets, The Charles created a detailed narrative breakdown that led to our creative execution of the brand campaign.
Aveda Nutriplenish
OVERVIEW
The Charles brought strategy, creative and content production to Aveda’s iconic brand for their biggest product launch to date.
SERVICES
Art Direction, Content Creation, Content Strategy, Copywriting, Luxury, New Projects, Paid Media, Paid Social, Work
CREATIVE
The Charles created custom content to bring to life the narrative pillars and create a word that engages all the senses.
82 %
AVERAGE CLICK RATE
271 %
AVERAGE ENGAGEMENT RATE
SOCIAL MEDIA
The global Aveda account
CREATIVE
Combining the power of art, science, and nature, The Charles brought Aveda a series of engaging paid and organic social assets.
STRATEGY
The Charles also was responsible for Nutriplenish launch customer relation assets, bringing strategy and next-level visuals to Aveda’s emails, landing pages, PDPs and blog posts.
CREATIVE
The Charles also produced internal-facing content, to help Aveda share their plan for Nutriplenish’s omnichannel launch to partners and stakeholders.
Aveda
OVERVIEW
The Charles has partnered with Aveda to bring strategy, creative and content production to the iconic brands’ digital world. Starting with the iconic Sap Moss duo.
SERVICES
Art Direction, Content Creation, Content Strategy, Copywriting, Luxury, New Projects, Paid Media, Social Media, Types, Work
CREATIVE STRATEGY
The Charles focused on bringing Aveda’s mission of care to the forefront to prove sustainability is the new luxury. Inspired by the freshness and splendor of nature, we created an elegant visual world suitably matched for digital and social engagement.
STRATEGY AND CONTENT PRODUCTION
We broke through the category to showcase the brand’s original visionary DNA. By demonstrating Aveda’s innovative formulations and natural performance, our goal was to insert Aveda into the heart of the conversation – connecting wellness, beauty, and sustainability.
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.
