A digital-first brand for confident millennials
Soma is an intimates brand with a solid grip on the 40+ market. With Victoria’s Secret leading the category and a plethora of new incumbents, it was key to create a brand experience that met younger consumers’ unmet needs. Instead of diluting their master brand, we partnered with FutureBrand to create a new brand and digital shopping experience specifically targeted to a younger, digital-first audience.
![TellTale customer journey map](/media/vv1hy0ze/telltale_journey.png)
The challenge
Soma identified a need to reach the next generation of shoppers, those that were younger, incredibly tech-savvy and expert multi-taskers. For them, in-store was playing second-fiddle to the convenience of online shopping.
Intimates is a complex category with numerous pain points that severely limit a seamless online purchase experience, so how do we make this clear, simple and frictionless?
![The challenge](/media/erii4zyi/telltale_landingpage_desktop.png)
The solution
Based on consumer research we identified three key consumer audiences and mapped their individual journeys throughout the entire cross-channel purchase experience. Then, through design studios and co-creation sessions, we identified signature moments where our new brand, TellTale, could differentiate themselves from competitors.
The new ecommerce experience included a personalised shopping experience, fit quiz, product storytelling elements, customer support and affiliate program experiences.
![TellTale ecommerce website](/media/i50oj1n4/telltale_productdetail_desktop.png)
Business impact
Launched in April 2019, TellTale appeals to tech-savvy millennials who also happen to be hyper-focused on the curation of their own experience. From self-care to self-expression, TellTale gives its audiences the tools to share their story in a contemporary fashion, with the expertise learned by creating Soma’s products.
![TellTale website product finder](/media/pkfolemv/telltale_quiz_desktop.png)