Napapijri asked SHARE to define a new social content and design strategy for the brand focussing on their Design, Sustainability & Innovation (DSI) approach while creating an emotive connection with new & existing audiences.
Understanding the landscape
Napapijri came to SHARE with a problem. Like many fashion brands, their social platforms took a toll during the pandemic. How could they add more substance to their audience with a product-heavy feed that sometimes offered little variety? How could they remain a premium brand while becoming more accessible?
To inform our strategy, we proceeded with a landscape analysis and a social audit. Our insights told us that there was little sign of unique brand conversation around Napapijri; with most chatter being one-dimensional, more function-led, rather than conversational. However, their posts with themes of lifestyle, storytelling, and personality were driving success. So, how do we bring this to life through Napapijri’s product lean and DSI themes in a compelling way?
Empowering our audience to choose future
Napapijri exists to pioneer the future by creating functional, sustainable, and iconic outerwear for people who want to express themselves. Brand’s social channels should be reflective of their values and purpose. Looking back at our understanding phase, we knew that we needed to delve more into storytelling. How do we add emotional depth and connection to a product-led feed? By developing a dialogue (written and visual) that mirrors our shared interests (DSI) and focusses on lifestyle over function. In short, bringing a human element to the feed.
This led us to our social proposition: Empowering our Pioneers. We adapted our photography and videography to become storytellers. Our content took an educational and inspirational spin. It’s not about looking at an item but feeling it through the screen. We moved from aspiration to inspiration. By doing this, we’re encouraging our community to dissect the garment, look at what’s behind the thread and turn them into an informed audience. Our goal is to empower our pioneers to choose future through self-expression.