top of page

STRATEGY_CONTENT

SECRETSALES

Core Brand Strategy | Lead Copy

WE'RE ALL worthy of expressing ourselves with the best. TO ENJOY the things WE love without guilt or sacrifice. In our world, anyone who appreciates beauty SHOULD ENJOY IT. wE'RE all DIFFERENT, AND ALL fabulous. It's time WE own it.

SECRETSALES is a leading flash sales website in the UK, with over 4.8 million members. With the annual online sales growth for luxury fashion being expected to rise 18% within the year, it was relevant to solidify the core brand to endure growth rather than diluting in a growingly competitive market.

BRAND CHALLENGES

Lack of core strategy prevented strategic and creative teams to operate under a unified vision.

An overwhelming range of categories diluted the brand’s positioning as a destination for designer fashion.

Overemphasis on discounts overshadowed the premium and aspirational nature of the offerings.

Messaging lacked emotional resonance, making the brand feel transactional rather than aspirational.

Established a cohesive core brand strategy and guidelines to align teams and ensure consistency across all touchpoints.

Refocused the brand on fashion and lifestyle, using curated themes to categorise and present products.

Evolved brand voice and positioning into a manifesto of personal worth, shifting the narrative from price to freedom of choice.

Humanised the brand to connect with consumers throughout the emotional journey from making a purchase to receiving the item.

STRATEGIC APPROACH

FIRST, A DIVE INTO THE CORE OF BRAND

SECRET SALES CORE BRAND STRATEGY (SAMPLE)

FOLLOWING THE core strategy and POSITIONING, the brand VOICE transitioned from SOLELY price-FOCUSED to a manifesto of personal worth AND CELEBRATION.

The brand voice and messaging transitioned from price-focused to a manifesto of personal worth and freedom of choice. A celebration of uniqueness and authenticity that correspond to the variety on offer and to the product quality. SECRETSALES became the fun, teasing, guilt-free voice enabling people to celebrate themselves, with the most desirable brands in the world, every day, at a price they can afford.

SECRET SALES VERBAL IDENTITY AND GUIDELINES (SAMPLE)

BRAND VOICE, TONE AND TONE VARIATIONS (Guidelines and content sample)

THE ADVERTISING CONCEPT WAS BASED ON in-jokes or SECRETs THAT ONLY MEMBERS would know ABOUT, with a teasing, exclusivity feel.

This took advantage of a limitation, which is the impossibility for e-commerce brands to advertise luxury brands. This secret play was characterised by playing with asterisks and footer notes for a bit of irreverence. These were the only exceptions to the content guidelines' 'forbiddance' of omitting or disguising information in asterisks or 'between lines' unless they were intended for a comedic effect.

BOXING DAY SERIES - AD CONCEPT (FUNCTIONAL)

THE SHOE SERIES - AD CONCEPT (EMOTIONAL)

EMAIL MARKETING CAMPAIGN SAMPLE

AND THEN, Christmas finally made right.

Within the verbal identity development, I was able to reformulate email campaign content (+9.9% revenue); website content, Customer Service email guide and Trust Pilot response. I was also happy to support with the creative for the Christmas email campaign featuring team members and 50-word stories about 'Christmas finally made right'. This has generated +20.85% conversion rate, +16% revenue VS average marketing email during the same period.

 

(Sample  on the left and below.)

Katie

Last Christmas, Katie was quite disappointed with her husband’s gift. See the smile? That's an ‘I-gave-you-3-children-this-is-not-okay’ smile.

 

This year, she's finally getting something she loves. See that face? That’s a ‘get-ready-for-number-four’ face. Rumour has it that he’s quite happy too.

 

 

Neil

Uncle Neil means the world to the kids. And how does his sister show appreciation? A tie. It’s all he gets every Christmas since he got his first job. (As a dog walker, at 16.)

 

This year with SECRETSALES something extraordinary will happen. He will smile. It took her 32 Christmases, but it’s never too late.

 

 

Matilde

Last year, Matilde’s Santa was not the kindest. Was she a good girl? Yes she was, but he didn't know about SECRETSALES.

 

This year Matilde is finally getting what she's been asking for. And her lovely Santa gets to spend the remaining budget on what truly matters: mulled wine.

"Yes, let them think you've spent a fortune.

It's our little secret."

Voucher for female magazines withan  extra 10% off for Christmas Shopping. Click the image to read the body copy.

© by Teresa Filipe Lopes

bottom of page