We were tasked with creating a content strategy for Moncler's Three Collections. The goal was to foster a deeper understanding of these collections, igniting curiosity and encouraging further exploration within each unique world. The challenge was to develop a strategy that was both practical for execution and mindful of the need for a quick time-to-market.
Moncler's audience shops with diverse motivations, but they often lack awareness and interest in the distinct Collections offered by the brand. To build stronger connections with this diverse audience, we recognized the necessity of nurturing relationships between Moncler and its customers. This involved spotlighting the Collections that best resonated with their passions and values.
In collaboration with R/GA, we embarked on a journey to craft comprehensive content frameworks for Moncler.com, coinciding with the company's 70th anniversary. The primary objectives for this project were: "Help me Discover," "Help me Shop," and "Help me Connect." To achieve these, we extended support in content creation and focused on distinguishing the Collections through content and design. We established content pillars and formulated strategies for both seasonal and evergreen content. As a result, new modules were integrated into Moncler.com, enhancing the storytelling aspect and overall user experience. Close collaboration with the XD team ensured a seamless and efficient implementation.
CREATIVE DIRECTION: ZOHA ZOYA
CREATIVE STRATEGY: JACK HART