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Miami Ad School Strategy Bootcamp - Client

Background

A team of Moroccan entrepreneurs came seeking assistance in launching and marketing their brand.

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Wa-Sal is a revolutionary global e-commerce marketplace, created in Morocco, but ready to serve the world in a unprecedented way.

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Offering 17 different categories, Wa-Sal intends to become a household name.

Objectives

  • Build brand awarenss

  • Voice strongly our singularity vs. other existing marketplaces or shopping platforms

  • Build industry authority

  • Grow digital presence

  • Grow Online sales

  • Expand to new markets

While also nailing:

  • Logo

  • How to create a brand experience: sound design,

  • vocabulary...

  • Online digital ad for paid media and social

  • Offline ads: TV ad, print and and outdoor ad

  • Social media (Instagram/ TikTok/Snapchat/Facebook and

  • other relevant ones): Look and feel of post and stories

  • Brand Activation look and feel

  • Engagement ideas

  • Ideas on how to involve Influencers

  • Packaging experiences

  • Order out of the box experience

Challenges

  • Unique online experience, for everyone who is interested in shopping

  • differently.

  • We are an e-commerce website + an online magazine + a media website

  • at the same time.

  • One of a kind shopping experience:

  • Online and adapted to today’s world, yet humanized

  • Marketplace accessible to everyone, yet personalized to each one

  • Marketplace that is connected to social media

  • Be perceived as the lifestyle expert: ONE destination for lifestyle inspiration

  • and shopping, through inspiring and sharable story telling and content

  • Convey the personalized, unique customer experience, yet accessible to

  • everyone

  • The more you’ll come to us, the more you will have reasons to come back:

  • generous loyalty programs that rewards each purchase

  • Most importantly, it is a place you will have to visit every day to have FUN

  • and to get your daily updates! Very much addictive, like social media

Market

After much consideration and looking at the various detailed buyer personas provided by the Wa-Sal team; two categories were found

  • Social Natives

    • 16-34 urbanites that grew up in the digital world. They confidently share their lives and take inspiration from accounts they follow all over the world. They bucked skinny jeans before skinny jeans were out.

      • Wants:

        • Ability to attend popular live product events

        • Ability to purchase something from another market otherwise inaccessible

  • Daily Deciders

    • 34 - 55 y/o that work to provide for their families. They stay busy between responsibilities and could benefit from a one-stop e-shop like Wa-Sal. They loosely follow trends and often prioritize necessities.

      • Wants:

        • Use non-traditional search functions such as voice or picture -Gain insight from dedicated shopping associates

Insight

People admire global lifestyles but don’t see them as being attainable.

Strategy

Excite Moroccan opportunity seekers by offering WA-SAL as a first-of-it’s-kind personal portal they can use to obtain pieces of the world they’ve been missing out on.

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Our research revealed that people often see increased access as a source of opportunity -- whether it is access to jobs, products, information, etc.

Our campaign, “You are Here” is ultra focused on conveying Wa-Sal’s unique ability to allow people to explore their cross-national curiosity through the access granted by Wa-Sal.

Big Idea - The Map

This map is an incredible game-ified feature that has never been seen by an e-commerce company - or really anybody.

It is an illustrated interactive city. It is the spirit of Moroccan generosity on a global scale featuring architectural styles from all corners of the world, a strength of Ugo Gattoni. This original commissioned piece of artwork acts as a landing page, the gateway to WA-SAL product categories and also the centerpiece of the rewards program.

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Possible Collaborations:

Lately a hot trend among streetwear brands is working with ordinary brands to create unique brand partnerships; Vetements(vet-m-on) x DHL for example. Sneaker releases are coveted worldwide and some limited drops can go for thousands of dollars, in the resell market; as well as providing earned media coverage. With Wa-Sal exclusively carrying an “Off-White” Air Jordan x Royal Air Maroc collab, consumers will see Wa-Sal as a serious player in the almost $200 Billion international streetwear community.

The limited run of 1000 pairs will be available exclusively to Wa-Sal Passport rewards members. These members can use points they’ve earned to enter the sneaker drop and will also receive a flight to any of Royal Air Maroc’s destinations.

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Collaborators

Daniel Folks

Jimmy Marcheso

Nicholas Abad

Strategic Research

Art Director

Creative Strategy

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