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\nWe kozen voor een authentieke, aspirerende influencerstrategie die direct inspeelde op het dagelijks leven van onze doelgroep. Geen scripted campagnes, maar content die naadloos aansloot bij hoe vrouwen hun dag beleven. Van drukke werkdagen tot zonnige vakanties.
\n- \n
- 12 Content flights in korte, krachtige periodes \n
- \n
Influencers als ambassadeurs, onder wie Iris Zeilstra en Annick Velthuis
\n \n - Formats op maat: Instagram Reels, carrousels en dag-in-het-leven content \n
- Gebruik van echte momenten en persoonlijke context. Geen geposeerde shoots
De campagne stond volledig in het teken van de community: herkenbaarheid, gebruiksgemak en een gevoel van eigenaarschap stonden centraal. Elke post liet zien dat stijl en praktisch gemak prima samengaan.
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\nWe bouwden niet zomaar een merk, maar een verhaal dat echt resoneerde met de doelgroep. Dat leidde tot een groeiende en loyale community van All-Time Favourites-fans die zich zó verbonden voelden dat ze zelf de content gingen dragen. Geen push, geen promotiedruk, maar conversie door relevantie. En influencers? Die werkten mee omdat ze er zelf in geloofden, niet omdat het moest.
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All Time Favourites
All-time Favourites (ATF) is het grote-tassenmerk uit Amsterdam, dat bekendstaat om haar grote multifunctionele hippe shoppers met rits, die ideaal zijn voor vrouwen met een druk on-the-go leven. Met een ATF-shopper kan ze alles uit haar dag halen in stijl. Via ’t schoolplein naar haar werk, vanuit de sportschool via de supermarkt naar ’t vliegveld en daarna in één keer door naar het strand.
De uitdaging
In een markt waar stijl vaak ten koste gaat van functionaliteit óf andersom, wilde All-Time Favourites bewijzen dat het ook allebei kan. Hoe positioneer je een tas als essentieel item voor de moderne vrouw zónder terug te vallen op kortingen of traditionele reclame?
We moesten meer doen dan bereik creëren: we wilden een verhaal vertellen waarin vrouwen zichzelf herkennen, en waarin de tas méér werd dan een accessoire, maar een ware bondgenoot in hun drukke leven.
Geen promotiedruk, gewoon een goed verhaal dat vanzelf ging lopen.
Het resultaat
1.500.000
organische impressies op Instagram.
FANBASE
Een sterk groeiende, betrokken fanbase op social.
4000
klikken naar de website voor verdere acties.
MERKVOORKEUR
Merkvoorkeur vergroot zonder kortingen in te zetten.
De aanpak
We kozen voor een authentieke, aspirerende influencerstrategie die direct inspeelde op het dagelijks leven van onze doelgroep. Geen scripted campagnes, maar content die naadloos aansloot bij hoe vrouwen hun dag beleven. Van drukke werkdagen tot zonnige vakanties.
- 12 Content flights in korte, krachtige periodes
-
Influencers als ambassadeurs, onder wie Iris Zeilstra en Annick Velthuis
- Formats op maat: Instagram Reels, carrousels en dag-in-het-leven content
- Gebruik van echte momenten en persoonlijke context. Geen geposeerde shoots
De campagne stond volledig in het teken van de community: herkenbaarheid, gebruiksgemak en een gevoel van eigenaarschap stonden centraal. Elke post liet zien dat stijl en praktisch gemak prima samengaan.
Hier zijn we trots op
We bouwden niet zomaar een merk, maar een verhaal dat echt resoneerde met de doelgroep. Dat leidde tot een groeiende en loyale community van All-Time Favourites-fans die zich zó verbonden voelden dat ze zelf de content gingen dragen. Geen push, geen promotiedruk, maar conversie door relevantie. En influencers? Die werkten mee omdat ze er zelf in geloofden, niet omdat het moest.
Niet zomaar een tas, maar een bondgenoot in het echte leven.
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