Studio Moderna unites 3 global brands - Dormeo, Delimano and TopShop. My biggest contribution was to the Dormeo brand, where I was included in the planning of multiple campaigns and was responsible for creating, implementing and distributing all content intended for social media use (organic & paid) to 23 markets. Dormeo brand offers an array of more than 300 high-quality sleeping and living products.
The goal of this campaign, published in 2018, was the introduction of a new Hero product line to the selected audience**.** Throughout the process, I collaborated with the Dormeo Product Owner, Content Manager and several Brand Managers from the countries where Dormeo products had a higher conversion rate.
The messaging we wanted to portray through the campaign was:
"Dream like a Hero - Live like a Hero."
We were targeting male and female audiences of several age groups: kids, adults & the elderly. We've prepared personalized messaging & ads for each of those age groups, resulting in higher ROI.
To portray the social proof, we've decided to include many existing customers and shared stories of how their life improved since using our product. This way, we've collected stories about better school results, promotions at work, even stories about overcoming pain. Once the campaign went live, we've noticed that our customers got highly engaged & created and shared lots of UGC. However, what amazed us, was to see that the Hero Campaign has inspired our own Studio Moderna employees to celebrate their own team members & office heroes.
Examples of the visuals, used on social media channels (paid and organic)
"Wake up as the man/woman you're dreaming about. Become your own hero."
