Cavalinho is a 100% Portuguese brand, of high and recognized prestige in the artisanal manufacture of wallets, footwear and leather goods, with a vast and growing presence throughout Portugal.
In order to reach and engage its target audience more and more easily, in different corners of the world, presenting its products and the essence and character of the brand, it has continually invested in the digital universe, over the years, enhancing your presence and increasing your digital footprint.
Each piece created by Cavalinho has a story. From its sketch to the manual production process, small and meticulous steps are necessary for each accessory, bag or shoe to come to life. Thus, each piece produced has its own charisma and identity that are reflected in the personality of the person who acquires it, giving an identification with the product, where the person finds “the perfect match”, giving rise to the concept “Designed to Fit You”.
In order to transmit and enhance this concept and identification between user and product, the strategy developed included a broad set of tools and approaches, with a view to working on the brand's charisma in a way that is consistent and leveraging it in the digital window.
From the outset, the strategy consisted of optimizing and boosting the social networks Facebook and Instagram already created by the brand, aimed at a very specific audience, with content specially designed to meet the Cavalinho personality and the expectations of its followers. The strategy involved the development of daily publications, based on a weekly series, to present collections, with their own mood and context.
For each collection, a name was studied that would suggest the mood of the line to its user, within the scope of the brand's personality, at the same time that different environments were created and built for different lines, with their own model and scenarios, suited to the tone of the same. Aiming to translate and convey the character of each collection, each look & feel for each new line.
Various competitions were also developed to build loyalty among followers and enhance engagement and interaction between them and the brand, as well as different moods for different communication objectives, namely for cross-selling of lines, special campaigns, promotions, store openings, advertisements, etc.
The opinion of digital influencers is very relevant today and has a strong influence on consumer decisions. Therefore, actions were carried out with influencers, in order to generate buzz about the brand, and brand awareness, helping to bring in new followers and fans.
In order to more quickly meet the objectives set, and with a view to solidifying the entire outlined strategy, and increasing followers on the networks, the focus on advertising was complementing organic communication on the networks, on a regular basis, allowing each time to reach a wider audience, and geographically distant, with interests in the product, and making it possible to bring information and knowledge to the brand, about its target audience.
In addition to publications on networks, the development of stories made it possible, through the agreed strategy, to present the contents of the various collections weekly and in a dynamic way, in a quick, succinct and appealing way. In addition to having a temporary role, the story can quickly bring a message to which the public is available due to the limited time and ease with which it can be accessed, allowing stories to be an excellent way of communicating the essentials of each collection, as a reminder that synthesizes the entire week's communication and reminds you of what is most important, the product.
Thanks to the Brandtellers photography studio, several regular photography sessions were held, seeking to record the different products in their most harmonious and real form, in order to reveal the quality and texture of the different products.
Shines, opacities, colors and tones, metals, leathers, straps, zips, patterns and reliefs, all the details count and are the details that distinguish each product, demonstrating the quality of the Cavalinho brand, and that need to appear in the images communicated.
These were used for various purposes, from feeding social networks, to the website and online store, to outdoor advertising.
With the aim of creating a window into the digital world where it was possible to aggregate and transmit all the charisma and personality of the brand, the Cavalinho website was created, and the online store was later developed with the aim of enabling online buying and selling of the various Cavalinho products.
These were thought and designed with several sections in order to segment the different information and allow an easy search for the contents and user-friendly navigation.
The website was thought and designed to integrate and respond to the brand's different communication needs, including blog, newsletter and social networks.
In the different information sections, the contents were worked on in a visually compartmentalized way, helping to identify and distinguish each block of information, for a better distinction between collections, product segments, and mood of each line.
The blog “This is designed for you” was also launched and promoted.
