Description

The product category of this project is the company's own merch. It was given to current customers and partners as a New Year's gift. It was part of the PR service's interaction system with partners and clients.
The main feature of the merch was the creative concept, which aimed in positioning the company as a creative contractor.
The communication was extremely relevant as it brought up a painful subject of the departure of the top brands. It resolved into the message that it’s not brands what’s really important, but cool, fun and stylish creativity, which the company loves and has excelled at.
The merch set included a creatively designed shopper, towel, glasses, flip-flops, a T-shirt and a postcard. After receiving a lot of rave reviews, the merch collection was supplemented with a raincoat given for gender holidays.
THE TARGET AUDIENCE OF THE PROJECT
Clients and partners of the company:
• Heads of large companies;
• Purchasing managers, corporate communications managers, brand managers, business development managers and internal HR development managers.
IDEA
Based on the insights of the audience, including in particular its hidden pains, hopes and assessments of what is happening in the market, such a creative design was made that emotionally touched the recipients, and at the same time profitably presented the company through the message:
"The departure of large brands is not a tragedy, because the main thing is not brands, but relevant, stylish, viral creativity, which the company, by the way, knows how to do well; therefore, it is the perfect contractor for creative projects".
STRATEGY
The PR-message was not delivered "head-on", but through the creative design of the accessories for vacation. It was a "double strike" PR-strategy, in which the first move was to make such creative accessories that the customers would like to have on vacation, and the second was to remind them of the company through this creative design at the happiest time – on vacation.
INSIGHT
The creative design was dedicated to the topic of brands, since both the sending company and its customers who received the merch work with brands. For all of them, brands are a sphere of professional self-realization and a source of challenges, insights and earnings. In addition, the departure, return and renaming of brands have "charged" this topic in the information field for a long time, and humor in this direction resonates easily.
CREATIVE SOLUTION: Merch for those who are cool without brands.
Branded cloths don’t make a person better. But a good person can easily add coolness to a brand by putting on its products.

The new Beetlenciaga drop is for those whose self-esteem does not depend on nameplates on clothes. For people who don’t bow to brands. For personalities who know how to feel cool regardless of the crowd’s tastes.

The drop line consists of items whose branding is intentionally brought to the point of absurdity in order to show the ridiculousness of adoration of the brands. These are a shopper and a towel from Beetlenciaga, LOUIS BIDON glasses, PRADAM flip-flops, a Shavel T-shirt and a postcard designed as a boarding pass for a Beetlhansa flight.
CONTINUATION
The drop line was a big success, so by the time of the gender holidays we supplemented the collection with a new creative item – a Beetlenciaga raincoat. It has a large inscription "Don't drizzle", which, in addition to the obvious meaning, literally crosses out the "marketologist’s tears" - a smaller vertical text flowing down like raindrops and expressing typical doubts of a marketer.
THE TASK OF THE PROJECT
To remind customers about the creative potential of the company and encourage them to invite the company into creative tenders even more often.
PURPOSES
• To increase customer loyalty
• To get more creative orders
EXECUTION
When selecting items for the collection, it was taken into account that people need them on vacation. Despite the grotesque nature of the drop design, special attention was paid to the quality of each item. All accessories were selected so that they were pleasant to wear, and the design application was performed at the level of expensive brands.
Absurd brand names were invented for items. A greeting card was made in the design of a boarding pass for a Beetlhansa flight. A text named "Marketologist’s tears" which showed all the insights of this profession was placed on a raincoat.
The gifts were presented before the New Year holidays, when customers are going on vacation. The raincoat was added to the collection in spring.
RESULTS
QUANTITATIVE RESULTS
+31% in the revenue side of the company's creative department in the first half of 2024 compared to the first half of 2023.
EMOTIONAL RESULTS
Customers are always happy to receive gifts from the company and, as a rule, send something in response, adding a few warm words. But this time they sent a huge number of detailed messages, including photos from vacations.
Thus, another task was solved, which was not even initially set – the company became much closer to its customers.
Budget : 1 269 000 RUB.

Credits

Ekaterina Ivanova, PR Director of Beetl
Leonard Ibragimov, Head of Creative Projects at Beetl
Aleksey Korolev, Creative Strategist at Beetl