Rep your Color
Support Material: Category: Innovation | Social Media Award Level: SHORTLIST Brand: Woodin | Entrant Company: The Storytellers, Accra, Ghana Background
As part of its quest to promote inclusivity and diversity amongst the youth, Woodin, Africa’s premium wax print fashion brand, launched a brand campaign dedicated to the celebration of the rainbow colors reflected in its print designs and styles. Creative Idea
The Idea was a celebration of different personality types dubbed "rep your color". The target audiences from Ghana, Togo, Nigeria, Benin and Cote D'Ivoire were invited to take the Quiz online to determine their color groups.
Participants across the markets fell into clusters including;
Red Rebels, True Blues, Gold Gang etc
Post this phase, Woodin hosted exclusive parties/activations for each of the color groups in all 5 markets. Strategy
The Strategic question; How do we celebrate unity in uniqueness/individuality?
Situational Overview: The target audience, youth aged between 18 and 30 were increasingly divided by several boundaries including socioeconomic status, race, gender, orientation, religion etc
The challenge; demonstrate that in Woodin Nation everyone is welcome. Execution
The executions celebrated the personality character traits of the different color groups and invited the audience to take the quiz and rep their colors. Results
Brand for me scores increased by 71% across Ghana, Togo, Benin, Nigeria & Cote D'Ivoire.
Increase in sales 39.8% across the 5 countries.