Ziffi
Ziffi was our first project and we absolutely loved every bit of our partnership. We began our journey with a multi-agency pitch, that included big WPP agencies as well Indian creative boutiques. Our year-long engagement included identity design, digital communication, offline communication and social presence. Ziffi had recently pivoted from wellness to beauty, so our mandate was to immediately build credibility as a fashionable, trendy, in-the-know brand.
We got about our jobs with infectious energy, and collaborated with some amazingly talented illustrators, photographers, directors, and actors to create content across Digital, Print, Outdoor, and Radio. Our single guiding principle through the process, was to create a cohesive image of a beauty brand that would have authority and at the same time, be absolutely approachable. Ziffi was rebranded as Zooty in early 2017.
At a brand level our goal was to create scale and
aspiration, on a sales level we needed to acquire and
retain users through deals and incentives.
Brand Strategy
This campaign lay the foundation for some of our key tools and processes that form a big part of our brand outline workshops - like the Brand Questionnaire, Positioning Grid and More/Less Comparison studies. We began the conversation with the brand team to quickly gain a deeper understanding about the kind of beauty brand we wanted to create.
What followed was a complete brand overhaul over the next 4 months - At the end of which we had designed a new identity, a launch campaign, and tactical exercises to acquire new users.
Brand Identity
Our primary goal was to paint a glamorous picture in Outdoor given that the medium is best suited for creating instant scale. But glamour is an oft-used cliché and mistaken for cheap images of skin,
so we chose to use a style of illustration that would create a stylish, classy, memorable picture.
From a strategic planning point of view, the need for a
beauty app was always there. Our creative leap was to introduce the user
to this latent need and convert it into want with the use of humour.
Radio Campaign
We wrote and produced a series of 7 cheeky spots with tips on how to graciously receive compliments.
With the help of a series of acquisition and referral
campaigns we drove people to the app and created a base of
300,000+ active users in one year.
office
4th Floor, Shram Dham, 19 Road, Khar West, Mumbai 400052
B11, 67 B Ballygunge Circular Road, Kolkata 700019