ANKO

Exporting the Australian lifestyle

CHALLENGE:

Launch an Australian-based lifestyle brand

Anko is a new lifestyle retailer from Australia offering affordable style for home and family.

Anko’s story of ‘modern luxe for less’ found a beloved place in the hearts and homes of Australian consumers. But launching to skeptical US consumers would be a more complicated challenge. The brief? Evolve Anko’s brand visual aesthetic and voice for the US consumer, develop a video content series highlighting the brand’s history and values, and supporting the brand through the discovery and deployment of various data and marketing operations infrastructure.

WHAT WE DID:

Redefine value and its origins

Once we learned how Anko delivers quality at such a low price, we developed the brand’s new mantra, “The Anko Way.” From there, we crafted the first episode of a content series aimed at fostering transparency between the brand and its new US consumer-base: from design, to manufacturing, to retail, and everything in-between. The video evolved the brand’s voice and visual aesthetic, while also introducing the new campaign construct of “ko-creation” to help consumers get the most out of their products by helping them style their lives in interesting and innovative ways.

RESULTS:

Trending in the right direction

The effects were clearly evident during the opening week, when lines outside the store’s entrance became a familiar sight. With the brand’s new aesthetic taking shape in all consumer touchpoints – both physical and digital – we set our sights on developing additional content to continue building positive brand awareness in the crowded consumer goods category.