CASE · RETAIL · AUSTRIA

Repositioning · Social Media · Influencer Marketing

An established Austrian retail brand was facing a strategic shift in its brand communication. Its communication so far had been strongly rational and was to become more emotional, approachable and relevant to people's everyday lives.

As part of the repositioning, I translated the new brand positioning into social media communication and developed new topic areas beyond classic product and food communication. Influencer marketing was also used as an instrument to integrate the brand more authentically into the audience's everyday life and to reflect different living environments.