One of my primarily roles in Ark° was to build a loyal movement around the brand. While big spend marketing campaigns can bring a percentage increase in sales, only a genuine two way relationship can foster sustainable growth. I saw Facebook as the home of our movement and through a year of consistently engaging, original, and creative posts, we reached 10,000 fans. No advertising, no competitions, just engaging content. What it really amounted to was the creation of a social business, a new breed of brand that recognises the paradigm shift that is social media, using its channels to tear down the wall between consumer and producer, bringing believers on a journey of co creation.
Here is a sample of my work, highlighting imaginative concepts, engaging copy, and beautiful story telling. All perfectly suited to our audience of university students.
We created viral Ark° suggestion coupons that people could print out and put on notice boards around the world.
We brought thirty of our most loyal fans on a ‘Great Ark° Underwear Run‘ around London.
We revealed our top five business failures, an intimate look at our shortcomings and the vulnerability of every brand.
We crafted a compelling brand story around the founder Cameron, revealing intimate points along the journey, such as his very first t-shirts, made in his economics class as a teenager.
We allowed our community to vote on all major decisions we made, from the colours of our t shirts to the designs we would commision
We ran two way design thinking processes with them to help shape and define our brand.
The creation of truly engaging home for our online movement was my proudest achievement in my time at Ark°. I believe this what it means to use communications to make a brand resonate with the people who matter most.