Icebreaker Industry Project

ICEBREAKER

Project: From Product to Brand Heat: new rules beyond sustainability. Nature Has the Answers
Project Leader: Diego Fornero
Master in Fashion Communication & Art Direction a.y. 2022/2023

Industry Project in collaboration with VF-ICEBREAKER , Jan Van Mossevelde Global President Icebreaker, Neil Baker Global Director of Product Design, Maria Papapanagiotu Global Marketing Officer, Janice Chow Global Merchandising and Rachel Brine Brand Marketing and Storytelling

This project, starting from a fresh eye which comes from the students’ community, will help the executives to draw new rules for the brand, starting from Icebreaker’s DNA and core values, with a view to deliver a 360° wide and granular picture, underpinning a clear execution made of authentic topics, effective and viral storytelling in order to engage Zedders and young GenY in different digital and social platforms: IG, FB, Linkedin and TikTok.

When it comes to brand’s key content, Icebreaker has done significant steps set in stone within the Transparency Report “Icebreaker. Move to Natural” stating that “sustainability never has, or never will be, a trend. It’s our fundamental reason for being, since 1995”.

Industry Brief

Here below are some strategic questions to be addressed by students within the brand’s mantra (to create a better world for people and nature).

How to bring this consistency to a digital social platform loved and shared by Zedders and young GenY? How to remain loyal to this message and nonetheless trigger young generations by using social language coolness? And, moreover, how to keep on gaining momentum shifting progressively from product-driven communications to a new digital world made of brand-heat? How to finally shift from features and performances to DNA and values?

Nature has the answers.

Students are asked to develop individually an integrated strategic plan on different digital and social platforms to communicate properly the complexity of different challenges faced nowadays by the brand. Students may choose individually between two different case-studies:

Case study 01. Icebreaker’s POV

 Creating a digital strategic plan (focus on social) and increasing community and brand awareness among Zedders and GenY
We are an unknown brand, how can we leverage social media to inspire, engage and convert?

What’s the content approach for each channel, how would you tell our brand, product sustainability and innovation stories?

What specific tactics can be employed to engage Zedders and GenY on digital and social platforms?

How can sustainability, responsibility, transparency and accountability be effectively communicated to resonate with the differente target audience?

Are there any unique campaigns or initiatives that can be developed to increase community participation and interaction?

How can user generated content and social media advocacy be leveraged to amplify brand sustainability?

Case study 02. Icebreaker’s POV

Adding flair, hype and coolness to the brand’s sustainability and fibres comms.
Beyond sustainability: how do we talk about our sustainability credentials, stand out in a crowded market place whilst engaging with an audience who is bombarded with sustainability stories? What’s our unique story angle?