What was the scope of their involvement?
The area of focus we asked them to work on was Instagram. We were already on Instagram, but needed help in rationalizing the approach and we asked them to provide us with guidelines. In order to do so, as we had previously been republishing content which came from other departments, we asked them for help in providing a point of view, transferring the brand personality, and defining social media guidelines at the end of the process. The big focus was on Instagram and WeChat, which they haven’t worked on yet, since we started with Instagram.
The purpose of the engagement is more about brand building, even though we have an e-commerce platform. We felt that we had to start from building the desirability of the brand. They provided us with strategic support and direction, and also worked on some benchmark analogies.
They also ran some interviews in order to understand the perception of the brand, competitors, as well as how established our company is. We also asked them to apply the strategic vision that they had provided onto another project that we will be launching next year, in order to see how the pillars they identified, and foundation of the framework that they worked on, are being translated and grounded into reality.
In addition, we are working with them on copywriting our social media content. While we wait for the new year to begin the next phase, we started working with them on the shorter term to readjust the copywriting that we’re currently using on Instagram.
How did you come to work with RXM Creative?
A colleague of mine had worked with them previously. I saw the output of their work for a large sunglass company, and even though they are a small agency, I felt they could be the right partner in terms of their flexibility and their understanding of what we were trying to do.
At the time, we were considering other companies as well, but the deciding factor was their team structure, the openness in the way they think, and we believed they were the right independent partners to work with. They have quite a broad spectrum of clients, which was something very important to me, because we are playing within the fashion and luxury world.
How much have you invested in them?
We have invested between €50,000 and €70,000 Euro [$58,000 and $81,300], and we are planning to invest more next year.
What is the status of this engagement?
We started working together in May of this year, and the work is ongoing.