Digital marketing and social media agency Neoco has created and launched an online community, a Facebook group, a YouTube channel, a blog and a radical new website for the UK mens fashion brand.
The online community, known as The Clan, enables Duck and Cover fans to keep in touch via ‘The Survival Guide’ blog and via e-newsletters covering news and views on fashion, music, film and target market events. It is also a way for Duck and Cover to listen to what its customers are saying about its ranges and to act on the feedback.
Neoco also produces content for The Survival Guide including a ‘Making of’ video for the latest season’s Duck and Cover fashion shoot where visitors can see just how a vibrant clothing label prepares and launches a shoot.
Neoco worked with Duck and Cover to establish the strategy behind this campaign and this activity marks the first phase of a long-running digital campaign. Neoco is also exploring an online advocacy programme that will help the fashion brand engage further with its customers to ensure their range is always relevant. This will comprise programmes of online focus groups and monitoring continuous feedback to genuinely give interested parties a voice in what direction Duck and Cover takes in its new ranges.
The website, The Survival Guide and associated online activity are all available to view at duckandcover.co.uk
Mark Walls, MD at Neoco commented, “When working on strategy with Duck and Cover we established that their customers are heavy users of the digital channels and this new activity now enables them to keep in touch with developments in the range as well as being entertained with other content that relevant to their interests and loves online”.
Richard Whitbread, Marketing Manager at Duck and Cover said, “As Duck and Cover is a hip young brand it’s essential we are represented with a fabulous online presence that puts our competition in the shade. We didn’t just want a website as we wanted to offer our audience something far more, as well as ensuring that the conversations were truly two-way. Neoco has helped us recognise that an exciting multi-channel approach online is the way to achieve this”.
Neoco (neoco.com) regonise that brands need to work across multiple media platforms to be successful. Neoco’s solutions range from 'traditional' digital campaigns; websites, banners, viral, email and mobile; to what we call today's 'emerging' digital media; word of mouth, widgets and social networking.
Neoco’s clients include Samsung, Warner Music Group, Microsoft, Aquafresh, Hamleys, Quark, T9, etc.