MONCLER
Content strategy for new corporate website
#Content strategy
#Internal training and engagement
#Understanding trends
Brief
One year after Moncler’s listing on the Milan Stock Exchange we worked alongside the company to strengthen their corporate message to reinforce the business strategy and give way to a process where value creation goes alongside with brand promotion and product marketing.
Our work
CONTENT STRATEGY
We developed a content strategy to drive the design of the new corporate website. We focussed on Moncler’s key features and we proposed creating a separate section on the website to illustrate what there is “behind the brand”.
In order to develop the content strategy we carried out the following activities:
- Benchmark on how fashion companies face the corporate/product communication
- Analysis of current strategic and communication assets
- Interviews with top management and directors, from R&D and manufacturing to human resources, investor relations and internal audit
- Discovery of external expectations through media coverage, website analytics and analysts’ perception
IMPLEMENTATION AND QUALITATIVE ASSESSMENT
We also supported Moncler in defining the content architecture of the new website based on the key messages defined in the content strategy. We also measured the improvements in term of transparency by evaluating the new website with the criteria of the Webranking study.
Result
The new Moncler corporate website went live in September 2016. The content strategy has been exploited as a starting point for other specific projects and gave way to a new approach in digital communication.