Design and branding agency eskimo has worked with Witchery for over eight years on the fashion brand's seasonal campaigns, but this year the client required more.

Following the launch of WitcheryMan in 2009, eskimo was briefed to bring its fashion credentials to a broader marketing strategy that would embed WitcheryMan in the Witchery master brand.

A key to Witchery's brand success to date has been its sophisticated femininity and aspirational campaigns -- qualities that needed to be retained without alienating the new male audience.

"For 2010, we developed an integrated campaign across print, online and moving image that was inspired by modern love," said eskimo creative director Natasha Hasemer.

"While you could take this as being too romantic for male audiences, we designed the content around a bolder tone of voice and broader presentation of brand attributes," says Hasemer.

"The brand has always upheld values of aspiration and fashion, however it has delivered less of a substantial brand story to engage and excite customers with."

The strategic platform for 2010 was to first build a number of directional channels to communicate with audiences. The criteria, for creating a channel, included adding value to the customer experience -- it didn't just ask for a transaction to take place, explained Hasemer.

"Every successful fashion business gets good at asking for the sale, but less excel at creating a brand experience beyond product, especially in Witchery's competitive market.

"With all the contributors that are required to pull together a seasonal range and campaign shoot, we knew we had lots of expertise to draw content from."

The strategy began with the making of the 'Witchery Paper', 32 pages of imagery, stories and interviews, behind the scenes footage and trend speak. From this, the content became a library for use online, in store and public relations.

To take the campaign one step further, a seasonal short film was also shot, bringing the Witchery man and woman together.

"Fashion brands need to invest more in giving something extra to consumers if they want their brand to be loved. Pretty pictures just won't cut it any more," Hasemer adds.

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