CLUB MONACO
'Culture Club' - Tumblr design & template
Project scope
Digital Strategy
Creative Design
Rich Media Banners
Banner Content Management System
Social media integration
The Campaign
With over 265,000 fans, Culture Club is the flagship platform for Club Monaco's social community. Focused on encouraging fans to "get inspired by what inspires us"; culturally relevant content is curated around the brand pillars of Photography, Fashion, Art, Travel and Music.
While the majority of content is chosen by staff across the brand and its partners, each month features a new contributor to take the reigns as a guest content editor. Past featured contributors have included street fashion photographer Tommy Ton, Michael Williams of A Continuous Lean, and luxury book publisher and lifestyle brand, Assouline.
The Challenges
Club Monaco wanted to build a website which would provide everything their fans needed to know about fashion and lifestyle. They wanted to use the popular platform of Tumblr to reach their young fashion and technology savvy audience. They wanted a design that was both aesthetically pleasing and simple and beautiful to navigate but above all easy to update with new content.
The solution
White Hawk helped facilitate the design of a site to reflect Club Monaco's culture - beautifully crafted and welcoming. The site provides information such as fashion guides, styling tips, hotels and restaurants, blogs and reviews, and connects with social media. The site is integrated with Club Monaco's e-commerce site, www.clubmonico.com, so if visitors see something they like they can purchase it easily
The impact
Thanks to the Club Monaco campaign and Tumblr page launch, sales rose 5% during the first 3 months.
The Tumblr site helped turn Club Monaco's audience into advocates, and used marketing to tell them why they should continue to enjoy their products.