The Client
Zippy is a globally recognized Portuguese children’s clothing brand known for its inclusive and sustainable approach. With a diverse product range catering to preemies, newborns, toddlers, and teenagers, Zippy operates across multiple international markets. This case study focuses on Zippy’s operations in Pakistan.
The Challenge
Zippy Pakistan faced a unique marketing challenge:
- Cultural Disconnect: The brand’s head office provided product images and model shoots featuring Portuguese children. These visuals did not resonate with the local Pakistani audience, creating a cultural gap.
- Limited Local Engagement: The lack of locally relevant content hindered the brand’s ability to connect with its target market, reducing both reach and sales.
- Budget Constraints: The campaign had to be executed within a tight budget while achieving maximum impact.
Objectives
Zippy Pakistan aimed to:
- Increase website traffic and social media engagement.
- Boost sales through visually appealing and culturally relevant marketing content.
- Build stronger connections with the local audience by showcasing relatable imagery and stories.
The Solution
The Sqube Productions developed a comprehensive media production strategy tailored to Zippy Pakistan’s needs. The approach focused on creating culturally resonant content while maximizing resource efficiency.
1. Location Selection
- Partnered with a local school to use their campus as the photoshoot location, reducing costs.
- Involved the school’s students as models, making the campaign relatable and authentic.
- Tagged the school in social media posts, benefiting both the brand and the school by increasing visibility and attracting potential parents to visit the campus.
2. Localized Photography
- Engaged an expert production team from Turkey to ensure vibrant and lively visuals for Zippy’s winter collection.
- Conducted product photography sessions featuring Pakistani children aged 5–13 years, emphasizing comfort, quality, and style.
- Designed images to highlight the brand’s commitment to inclusivity while appealing directly to local consumers.
3. Parent Testimonials
- Captured testimonials from parents during the shoot to build trust and credibility.
- These testimonials fostered a sense of camaraderie with Zippy’s target audience, reinforcing the brand’s family-friendly image.
4. Influencer Collaborations
- Partnered with Islamabad-based mommy influencers to create a video series showcasing Zippy’s clothing line.
- Leveraged influencer networks to reach a wider audience on social media platforms.
- Shared content in popular “Mommy Forums” to drive additional traction and engagement.
5. Behind-the-Scenes (BTS) Content
- Produced BTS videos showcasing the photoshoot process and the team behind it.
- Highlighted Zippy’s commitment to quality and authenticity, building trust and fostering customer loyalty.
Results
| Metric | Before Campaign | After Campaign |
|---|---|---|
| Social Media Engagement | Low | 3x Increase |
| Website Traffic | Limited | Significant Growth |
| Sales Conversion Rate | Below Target | 2x Improvement |
| Brand Awareness (Surveyed) | Moderate | Substantial Boost |
Key Achievements:
- Culturally relevant visuals resonated strongly with local audiences, leading to higher engagement rates across all platforms.
- Influencer collaborations expanded Zippy Pakistan’s reach within parenting communities, driving both awareness and sales.
- BTS videos humanized the brand, fostering trust and long-term customer loyalty.
Key Takeaways
- Cultural Relevance Matters: Tailoring content to reflect local culture can significantly enhance audience connection and engagement.
- Resourceful Partnerships: Collaborating with local schools and influencers helped maximize impact within budget constraints.
- Storytelling Through Visuals: High-quality imagery and authentic narratives are powerful tools for building trust and driving conversions.
“The Sqube Productions brought our vision to life in ways we couldn’t have imagined. Their ability to create culturally resonant content has been instrumental in Zippy Pakistan’s growth.”
— Marketing Manager, Zippy Pakistan
Conclusion
This case study highlights how strategic media production can bridge cultural gaps, boost engagement, and drive sales for global brands operating in local markets. By combining creativity with resourcefulness, The Sqube Productions successfully transformed Zippy Pakistan’s marketing efforts into a relatable and impactful campaign.
