Download - Sandy Pianim portfolio 2016

SandyPianim503MiloHouse,PolydamasClose,London,E32YJ

[email protected] 07545840923

MasteringFetishEvolutionIwaspartof themanagementteamwhocameupwiththenewReconaimof ‘MasteringFetishEvolution’.Thef irsttaskonbecomingtheMarketingManagerwastocreatea newmarketingstrategy.The newaimwasbornoutofmanagementfeelingthatthebrandhadlostitsway.Themarketingcommunicationslackedconsistencyanddirectionwithatendencytofocusondiscounting.Theteamalsofeltthatthebrandunder-utlitised itsportfolio–dating,eventsandstore.Finallytheteamwantedtounderstandthestateof themarket,customerneedsandamendtheReconbusinessmodelif needbe.

Strategy• Buildbrandawarenessinordertodrivedesire• Stimulatemenwithclear,iconicandengaging campaignsandcontent• 95%rule–developcampaignsthatbroadenappealtoattract95%thatdonotbuyintoourbrandwhilestilldelightingthe5%thatdo• Createbrandandcontentguidelines• Establishandleverage customerneedsandbehaviours

Plan• Newimagery andtoneforcommunications• Createoriginal contentfrommembersandfetishmenaroundtheworld• DistributecontentacrossallReconplatformsandsocialmedia• Use newmediachannelstargetinggay environmentstobuildbrandawarenessanddrivetraffic–online,mobile,pressandOOH• FocusonUK,USA,France,Germany, Australia• Conductmarketresearchanduncovercustomerladder• ImprovetheReconnavigation– create “AsaReconmember…”case stories

Inspiration• Bringingfetishoutof thedarkintothelight–Celebratingfetishandthementhattakepartinit.• Inspire“fetishoccasionals”anddemystifythesceneforcuriousf irsttimebuyers

Creation• CreatedcontextbypiggybackingontheglobalReconevents• Researchedandselected localphotographers,Reconmembersandfetishinf luencers• Conductedinterviewswithmembers,obtaineddetailsontheirexperiencesandopinionsonfetishissues– images,videoandeditorial• Develop contentscheduletofuelReconplatformsandsocialmedia• Createmarketing process,Reconportfolioapproachandcustomerbehaviour matrix

Execution• Communicatedstrategyandplanstocompanyonstrategy• CreatedBrandandcontentguidelinesdocument• ContentgeneratedfromLondon,LosAngeles,Chicago,Berlin,SanFranciscoandSydney.PlansforNewYorkandParis.• Conductedsurveywithover1,500Reconmembers• AdvertisedReconinnewchannelsintargetregions• Crossportfoliocampaigns–datingwithstoreetc

Outcomes• Consistencyacrossallpartsof Recon–dating,eventsandstore• Increase inengagement withsocialmediachannelsandcontent• 20%increaseinactivitymonthlymemberstodate• PositivePRgeneratedfromcontent• Positivefeedbackfrommembersviacustomersupportandsocialmediachannels• Awarenessof Reconcustomerladderandtakingadvantageof opportunities



T101The businesslackedidentityanddirection.WithReconasitsmainbrand,itoftenovershadowedanddominatedT101.Potential employeesfoundrolesinterestingbutthebrandcontentoff putting.AsaresultIwastaskedwithdevelopingaT101aimandbrandidentity.

Strategy• Analyse functionsofT101–UncoverthepurposeofT101• LookatpossiblefutureT101markets–branddevelopment• CreatenewwebsitewithT101lookandfeel• Display T101culturef irst,brandssecond.• ReinvigorateT101employeestoembraceaim andmovethebusinessforward

Inspiration• T101off iceenvironmentcompromisesof exposedbrick,woodenbeams,lotsof lights,veryfreshandvibrant• Localarea – InbetweenShoreditch,HoxtonandAngel• T101employees–funandprofessional

Creation• ConductedmanagementteambrainstormingsessiontolookatthemainT101functionsandroles• Discussedthefutureof T101withtheManagingDirector• Invitedall employees tosubmitresponsestothequestion:“WhatisthebestthingaboutworkingatT101?”

Execution• CreatedanewT101aim–“Creatingdeeperconnections”andsharedwithcompany• Outlinedthecompanybusinessdirection–newbrands• Briefedandcollaboratedwithacreativeagencytodevelopwebsite• Videoandphotostakenof localareaandoff ice• Staff photostaken,staff bioswrittentoappearonsite• Social mediachannelscreated

Outcomes• Brandnewwebsite• Easier torecruit• AttractednewadvertisersforT101brands• Employees excitedandlookingtothefuture



NewbranddevelopmentT101haswantedtobroadenitsportfolioforyears.Thedirectionof thebrandwasunclearbutatthesametimeseveraldesigners hadbeenbriefedtodesignalogo.Iwastaskedwithcreatingthebrandidentityandstrategy.ThiswasamajorprojectforT101totakeinordertosecureitsfuture.Itwasmyresponsibilitytoregaincontrolofaheavilyinvestedprojectthatwasyearsinthemaking.

Strategy• Analyse thegay datingappmarket• Conductsurveywithmentogaininsights,attitudesandbehaviours• InterprettheManagingDirector’sbrandvision• Collaboratewithabrandingagencytocreatelogo,identityandstrategy• Conductmarketresearchoncreatedbrand• Planfurtherstepswithdevelopmentteamtobringbrandtolife

Inspiration• Insightsandobservations- opportunitytochangetheconversationingayculture• Identif iesbrandsweaspiretobeandareinspiredby–Nike,Channel4,Sky

Creation• Survey createdandsenttogaymen18–40yearsoldtogaininsights• Sharedthepreviousdesigniterationswithagencytoavoid• Conductedseveralsessionswithchosenagencytoconstructthebrandidea,strategyandvalues

Execution• Design andstrategysessionswereonceamonth• PresentedideastoT101togeteveryoneexcitedaboutthefutureproject

Outcomes• Strongbrandidentitythatstandsoutagainstcompetitorset• Clearvisionandbrandstrategy• Brandguidelinesandtoneof voicetobaseproductfeatureson

Webelieveinmen,not typesofmen.



FetishWeekLondon2015Iwastasked withproducingthecreativestrategyandmarketingplanfortheannualweeklongReconownedevent.Eachdayhas adif ferenteventwhichcatersforaparticularfetish.ThisisthebiggestundertakingforReconeachyearandthereforeitssuccessisimperative.

Strategy• Reaff irmtheReconbrandwithFetishWeekLondon• Refreshthepresentationof thiswellestablishedeventinits6 th year• Grabtheattentionof fansoffetishandthefetishcurious• Capitaliseonthebuzzcreatedfromthesuccessof 2014tofuelattendancefor2015• Createanupsellopportunityfortheretailsideof thebusiness

Inspiration• Blockbustermarketingmovieapproach- Batman,SpectreandDrive• Movie postersfromthe50sand60s• Film NoirandNeoNoir–SinCity

Creation• Gatheredvision,referencesandmoodboardstoworkouttechnicalrequirementswiththephotographeranddesigner• Backgroundsof Londonstreetscenesandlandmarksshotinadvance• Determinedthebestlightingandplacementrequirementsbeforehand• Selected modelsof varyingages, ethnicitytoensureinclusivity• Gear suppliedbytheReconStore• Wrotetaglines asa f inishingtouchtoensureauthenticity

Execution• IncludedReconlogosandcolourstomakeFetishWeekmorecohesivewithbrand• Teaser campaign initiatedwithbehindthescenesphotosonInstagram,continuedwithrevealof mainimage,updatedwebsiteandtoplinedetailsandeachweekanewpartyimagereveal• LaunchedfulldetailsonallReconplatformsanddistributed15,000copiesof a76pageprintedguideacrossUK,USAandEurope• Sharedtrailer onsocialmedia• Createdasocial mediacompetitionforaReconmembertowinaFetishWeekpass,aphotoshootandtheirimagemadeinthestyleof theposters• ReconStoresoldlargeformatprintsoftheartwork,moviepostersandlimitededitiont-shirts

Outcomes• Raisedonlineactive membershipduringFetishWeekonRecon• Higherlevels of engagementonTwitterandInstagram• 60competitionentrants• Over 2,000menattendedthroughoutthedurationoftheweek• Inf luxof newcomerstothesceneattributedtothemarketingapproach• Over 100t-shirtsoldbeforetheweekof


[email protected] 07545840923FetishWeekLondon2016Iwastasked withproducingthecreativestrategyandmarketingplanfortheannualweeklongReconownedevent.Theschedulehasalteredslightlyfromthepreviousyearduetovenuedif ficulties.Neweventswere alsointroducedtothelineup.

Strategy• Continuetoevolvethepropositionof thisoneoff event• Re-engage withourfetishfanbaseandReconmembership• Attractnewattendeeswitheditoriallookandfeel• Capitaliseonthebuzzcreatedfromthesuccessof 2015tofuelattendancefor2016bystartingmarketingearlier

Inspiration• Fetishinmainstreamfashionandphotography• London’sstreetstyleandattitude• Dark rooms– introducinglightintoadarkplacetouncoverthehiddenaction• ”Apictureisworthathousandwords.”

Creation• Gatheredvision,referencesandmoodboardstoworkouttechnicalrequirementswithdesigner• Approachedthephotographerwiththeideaandconductedseveraltestshotstof igureoutprojections• Selected modelsthatmatchedtheconcept• ReconStoregearmixed inamongstvintageitems• Createdahomogenised frametomakethephotothemainfocus- cooler,simplelookandfeelthan2015• Scheduledtimeinthedayof theshoottocreatevideopromocontent

Execution• FetishWeek datesannouncedatourannualendof yearpartyandmainimagepublishedonline• Flyers distributed,advertisingingaypressandannouncedonsocialmediato’Savethedate’• Allpartydetailspublishedonlineatthestartof 2016–reiteratingchanges• GatheredReconmembertestimonialsonFetishWeek– usedthisascontentonlineandinprintedguide• Printedguidemostlyimagebased,10,000copiesdistributedacrossUK,EuropeandUSA• PlanstodoOOHinLondon,socialmediaimagecreatortoenableuserstohavetheirimageintheFetishweekpromostylealso workingonvideotrailer• PartnershipwithclothinglabelBarcodetocreateFetishWeeksinglet• PartnershipwithLondonfetishshopExpectationsasaFetishWeekhub–earlybirdtickets,promotionandactivitiesduringtheweek

Outcomes• Todateover2,000Reconmembersaremarkeddowntoattend• Startingactivityearly hasearned usticketssales fromseveralinternationalmembers(USAandAustralia)