WHY – The Creative Concept of the Customer Engagement Strategy.
After studying in depth the ideal female buyer of Woolite, finding out about her looks, personality and habits, IAKI came up with a plucky and fascinating creative solution that would lead women to identify themselves with the brand, feeling considered as people and not as consumers. IAKI started with the assumption that we would talk about garments, not only considered as “laundry”, but as clothing, apparel, fashion and shopping. Clothes have a strong magnetic component for both the wearer and for those who see them from the outside. What we wear says what we are. This was the spark. Clothes that talk about us, that contain passions and interests, reflecting different ways of dealing with the world around us. For the Woolite project IAKI wrote everyday stories focused on products: nice, fascinating and engaging adventures, where Woolite was presented as a problem solver. Each product appears as a story to tell. Each story is a product to enjoy. It’s made up of customer engagement storytelling, the guideline of the strategy designed by IAKI for Woolite. The customer engagement as a metaphor of all emotional values linked to the everyday life, to being emotional, to values that go beyond the cleaning process and touch the intimate world. “More pleasure for your clothes, everyday” is the international payoff of the brand shaped by IAKi: “the pleasure to wear it”.
