1. The challenge After two years running our global influencer programme, the perception of the brand had improved and our social presence was more engaging than ever. Still, the teams at Desigual, used to traditional press clippings, couldn’t keep track of it. We needed to make the programme more visible internally so it could inspire everyone in the company. 2. The idea With meeting-saturated diaries we had to create a report that everyone wanted to read, and even keep. Something that wouldn’t be buried in their inbox. The December Issue took inspiration from fashion magazines to present our programme as a strong, consistent and creative editorial effort, but didn’t eliminate the performance metrics that reaffirmed the project’s success 3. The results Our December Issue is still seen on desks, in bags, often dog-eared and heavily annotated with our clients and colleagues carrying it with them for quick reference and inspiration. The format was so well received that it’s been adapted to create a new style of holistic monthly reports. One that allows space for thinking, reflecting and, ultimately, inspiration.
Interactive Brand Experience