WHEN YOU KNOW, LE CHAMEAU
Le Chameau wanted to reposition themselves to grow their brand appeal beyond the shooting community in order to reach a younger country loving audience. To achieve this we identified the need to reframe 'expensive' as 'valuable' - Le Chameau is, and remains, a premium brand.
Research helped us shape our brand promise, which we articulated as 'Substance first. Then style' recognising both our audiences would dig into details of provenance, manufacture and suitability before buying.
We introduced the brand line ‘When you know. Le Chameau’ to reflect the quality of the materials and extraordinary care that goes into the making of their boots. At the same time new photography showed natural, active families rather than a posed country elite.
A test and learn campaign using email, direct mail, social and digital channels enabled us to refine our approach to the targeting of our two core audiences and led to a dramatic rise in quarterly sales versus the same period the year before.
In 2019 we have been successfully pursuing this new creative and targeting strategy to drive sales up – picking up on product details to deliver on the brand promise and finding tactical opportunities (like our April Fool’s Campaign) to reach as wide an audience as possible.