Sealed
Igniting Curiosity And Building Excitement Via Online Communication Channels
Project Type
Digital Marketing
Challenge
Sealed is an online bi-monthly subscription box based in Riyadh that packs a great mix of carefully-selected, high quality curated items that are hard to find. With a business model that changes its theme and offerings every two-months, how can the brand build loyalty and maintain a coherent brand look and feel, all whilst building excitement and igniting curiosity?
Intervention
Blue Hat developed a design-led strategy whereby every 2 months a new theme, a new story and a new impact is created. Emphasising the cultural impact of the box (reviving cultural heritage in KSA but presenting it with a new twist) the strategy is fundamentally based around two core elements:
Inspiration: a life cycle for themes which replicates the life cycle of great novels, especially those of the Victorian era that heavily relied on periodical publication and use of cliffhangers.
The Anatomy of Curiosity (Stimulation & Partiality)
Results
Blue Hat developed a four stage social media process involving the lead up to the box reveal, the box reveal, and the aftermath of the reveal using a themes life cycle:
1) Exposition: quizzes, quotes, use of graphic design
2) Rising Action: teasers, use of IG stories to tease
3) Revealer: using playfulness within unboxing and product layout
4) Falling Action: reposts and use of storytelling
E-Commerce Platform
Blue Hat also designed the Sealed website whereby customers had an online platform to buy the box. The website was designed in order to further stimulate curiosity up until the box reveal, push sales and change accordingly with each new theme. In addition to stimulating curiosity, an 'adrenaline level' feature was added to the website whilst the box loads to further garner excitement and add a touch of uniqueness.
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