January [edit]

Welcome to our first TRP monthly [edit]: a bite-sized round-up of the favourite projects we’ve been working on. Look out for the [edit] on the first of each month. As communication and engagement specialists, we want to inspire you by sharing projects from our six areas of expertise: Insight & Strategy, Digital & Social Marketing, Copy & Content, Employee Engagement, Video & Motion Graphics and Design & Branding.

Each expertise area is aligned to our purpose of creating lasting value for our clients and their customers. With collaboration hubs in London, Amsterdam and Milan, our team are immersed in European retail and continually in-touch with the world’s most exciting retail markets.

We hope you enjoy our first [edit]. We’d love to hear your feedback!

Growing Facebook reach & engagement for Twinset Milano

Digital & Social Marketing: The Retail Practice has been helping brands realise the potential of social media since 2010. From strategy to delivery and campaigns to KPIs, we’ve built our own agency’s business influence using social platforms, and now help others do the same.

Our newest social marketing client is international fashion brand Twinset Milano where we’ve been hired to grow their reach & engagement on Facebook. Our support ranges from creating a content strategy (and delivering it) to setting up planning and reporting structures, to working collaboratively with the Twinset team so they learn along the way. We’ve got a native Italian hands-on resource driving weekly increases when it comes to reach, engagement and e-shop visits. Take a look at the Twinset Facebook page here.

Top tip: Don’t do social, be social.

Creating copywriting magic for Hunkemöller and Twinset

Copy & Content: From brochures and online content creation to on-demand copywriting services, TRP’s Copy & Content team helps brands tell their story and create customer engagement.

Our January has been filled with a mix of diverse copywriting tasks ranging from enhancing regular recruitment descriptions by adding magic and sparkle to attract the very best retail candidates, to immersing ourselves in the world of fitness to create product names for leggings!

A larger copy project was helping Twinset Milano with a tone of voice guide that will be used by the whole business to make the ordinary extraordinary and achieve better consistency – whenever and wherever the brand communicates with its clients.

Top tip: For longer copy, start with one clear objective, then write your key points, order these and then write the long version. Review and then cut down by half!

Looking at the bigger picture:
5-year strategy building for Hunkemöller

Strategy & Insight: From a global multi-billion business to a small start-up, strategy creation can mean differing things in differing circumstances. What’s always the same is the definition of strategy: a plan of action designed to achieve a long-term or overall aim. Often, our first task is to align stakeholders on what a good strategy looks like, agree ways of working and provide external support to allow the business to carry on the day-to-day jobs. During the last quarter of 2017 we helped Hunkemöller International shape their five-year strategy and articulate this to both an internal and external audience. Drawing on our team’s deep and wide retail experience we’re able to understand every single function of today’s retail world. Visionary, challenging and focused, our work has helped align teams, simply communicate the complex and inspire an already high performing team.

“This ranks alongside the very best Strategic documents I have come across in my career” – Michael Hitchcock, Hunkemöller CFO

Top tip: Don’t confuse strategy with targets.

 Embracing the Christmas spirit with Rivièra Maison

Video & Motion Graphics: As we all know, Christmas is the season for TV adverts! We were commissioned to deliver a high-impact short movie on a modest budget for our homeware client Rivièra Maison. Following on from the successful #TimeFor Autumn campaign (another TRP production!), our brief was to create, produce, shoot and deliver an emotional story using the #TimeFor tagline.
#TimeForGiving told the story of a little girl (and her dog) who wants to share some Xmas joy with those around her. The one-minute film was shown across Rivièra Maison’s social channels and achieved their best ever reach and engagement with more than 400k views – have a look at it here.

Top tip: Storyboard. Storyboard. Storyboard  before any filming begins.

Creating a B2B trade platform for Bluebella

Digital & Social Marketing: We were challenged by our lingerie client Bluebella to devise a cost-effective, seamless way to sell to trade buyers and distributors – key for a brand catering to a large international B2B audience.

With TRP overseeing the process, a trade e-com site is currently being built, which will offer distributors’ visibility on future arrivals, trade discounts, ability to order big quantities and other trade-only features, enabling Bluebella to really optimise processes and maximise B2B sales as a result.

Top tip: Treat B2B communications and engagement with the same importance as B2C!

Until next time!

Team TRP