Kingdom of Wow

Case study

 

Context

KoW hand - knit slippers are warm yet breathable and their unique, fashionable design ensures a perfect fit. What’s more, the slippers are ethically produced in Cambodia. Despite having a unique, quality product, sales are slow to take off.

The big question

What brand positioning can help Kingdom of Wow stand out and gain market share in a crowded market?

 

Approach

 

We conducted a Brand Marketing Sprint, starting with collection and analysis of customer stories followed by a 5 - day interactive team workshop. 

01

Customer Insights

  • Interviews and focus groups with customers and prospects

  • Established Customer Persona Profiles

  • Distilled market opportunities

02

5 day workshop 

  • KoW's brand positioning  

  • Target customers

  • Unique Selling Points of the product

  • Brand - and competitive positioning  

  • Key marketing objectives

  • Priority actions

 

Results

 

Following the Brand marketing Sprint, KoW engaged a copywriter and designer to execute the Brand Marketing plan. The digital customer experience was improved by developing a product video highlighting the products’ unique benefits, quality photos showcasing KoW’s brand identity, and by placing more emphasis on the social story. The new strategy alongside improved communication and PR investments , resulted in double sales figures, features in Vogue Tatler and a collaboration with the renowned shoe brand "van Bommel".

Thanks to the Brand Marketing Sprint, we gained insight into our target audience, their product experience and customer journey. Marens helped us choose confidently with data and insights.

 

Godie van der Paal, Founder Kingdom of Wow