THE BRIEF
Ether is a pioneering retail concept that brings together artisans, exciting new local brands and niche international brands together under one roof to offer customers a unique lifestyle experience that goes beyond mere shopping.
Our brief was to build an identity, positioning and strategy for this revolutionary retail experience. We then had to utilize the power of social media to attract both bold and aspirational brand partners to sign up and be a part of this story, as well as attract consumers to come live the Ether experience.
CONCEPTUALISATION / ART DIRECTION / BRAND CAMPAIGN / BRAND MESSAGING / CONTENT PRODUCTION / CONTENT CREATIVITY / CREATIVE DIRECTION / CONCEPTUALISATION / ART DIRECTION / BRAND CAMPAIGN / BRAND MESSAGING / CONTENT PRODUCTION / CONTENT CREATIVITY / CREATIVE DIRECTION
OUR APPROACH
With its out-of-the-box approach to retail, Ether celebrates creativity and individuality – both in the type of adventurous brand partners that choose to be a part of it, as well as the type of consumers who are drawn to its spirit of style and independence.
Our campaign concept of “Own It” spoke to both these target markets equally – giving them an unconventional shopping destination that they can proudly call their own.
Outstanding photo and video production and strong marketing messaging allowed us to speak to prospective brand partners and educate them about the innovative business model that would allow to own their retail dream. And in showcasing these unconventional brand partners and their unique offering, we were able to invite consumers to own an exciting new shopping experience.
THE RESULTS
By developing a B2B media buying campaign that attracted the right fit brand partners, and then collaborating with these partners, we optimized and grew all social media platforms from scratch and enhanced Ether’s brand awareness amongst a consumer audience eager to be a part of the next evolution of retail.
As a result, Ether has successfully established itself as a conceptual, lifestyle driven shopping destination in the UAE’s capital.
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