How going deeper into our audience’s mindset helped us connect.
Call it Spring was the same age as millennials, but failing to communicate with them. We helped the brand move away from a broad age-based demographic and dig deeper to reveal a group of customers with a particular mindset instead. The result? A brand that sings out to its target audience, creating the personal connection they value so much.
Putting a spring in the step of Aldo’s little sister.
The Change
Call It Spring is a millennial itself having been born in 1991, but it was failing to communicate with people of a similar age. The company was reliant on traditional marketing methods whereas its audience had changed how they chose to discover and consume brands, preferring to seek out authentic connections instead.
The Opportunity
We needed to move Call it Spring away from trying to appeal to a broad millennial demographic, towards a more targeted group who shared the same attitudes, allowing for a more personal approach. Qualitative and quantitative research helped us identify a group called the “insteppers” who were the perfect fit: quiet, inspired and interesting. We used a visual planning session to develop the brand platform, ‘Better Together’; tapping into our audience’s optimism, desire for discovery, and authentic connection.
The Result
A fresh new brand identity, including an updated logo and new brand signifier, that sings out to its target audience. Launched across North America, Canada, Europe and the Middle East in Fall 2020, attracting 247K+ Instagram followers and counting.
