Introducing a new (35 year old) brand.
Retail / E-commerce
Brahmin - a successful legacy handbag brand - came to Modco with a familiar challenge: find the “new” Brahmin women without alienating their loyal customer base.
With a range of handbags that are as diverse as the people that purchase them, it was critical we develop a targeted communication strategy to reach the new customer without losing the essence of the brand.
The answer was 100% data driven. We created three distinct consumer personas, built off both in-depth analysis of Brahmin’s data and third party research data.
Media executions, creative, and copy were segmented and targeted to each persona (including geographically) for meaningful 1:1 conversations with current and new consumers. The successes we’ve seen from this hyper-targeted strategy have proven that one size doesn't fit all, and personalization continues to deliver results.
ahead of revenue goal
increase in site sessions YoY with budget flat
increase in revenue YoY