Brand Identity
As Liberty rolled into 2020 on a brand growth and awareness tear they planned to launch their first women’s focused line in a century with eight truly inspiring farm-life influencers. We developed a messaging strategy to introduce these women with the respect and appreciation for the hard-work they invest in farm and family. As the launch hit, the global pandemic took hold and changed the world. We worked closely to quickly shift our messaging to celebrate these women while recognizing the challenging times in their communities—evolving our words in real time then working with Backbone Media to execute this shifting strategy.
We dove deep into researching their online identities and created eight heartfelt bios that celebrated these women and what they stood for, injecting character and personality into each reveal. The bios received an overwhelmingly positive response, both from the influencers and the Liberty community, while also growing the brand’s audience with a younger but still rural crowd. This tactic also helped define the brand’s messaging strategy during the pandemic—as both Walls and Liberty shifted immediately away from a transactional focus and moved toward a tone of respect and support for their communities after seeing our words hit home.
Brand Identity
As Liberty rolled into 2020 on a brand growth and awareness tear they planned to launch their first women’s focused line in a century with eight truly inspiring farm-life influencers. We developed a messaging strategy to introduce these women with the respect and appreciation for the hard-work they invest in farm and family. As the launch hit, the global pandemic took hold and changed the world. We worked closely to quickly shift our messaging to celebrate these women while recognizing the challenging times in their communities—evolving our words in real time then working with Backbone Media to execute this shifting strategy.
We dove deep into researching their online identities and created eight heartfelt bios that celebrated these women and what they stood for, injecting character and personality into each reveal. The bios received an overwhelmingly positive response, both from the influencers and the Liberty community, while also growing the brand’s audience with a younger but still rural crowd. This tactic also helped define the brand’s messaging strategy during the pandemic—as both Walls and Liberty shifted immediately away from a transactional focus and moved toward a tone of respect and support for their communities after seeing our words hit home.
Brand Identity
As Liberty rolled into 2020 on a brand growth and awareness tear they planned to launch their first women’s focused line in a century with eight truly inspiring farm-life influencers. We developed a messaging strategy to introduce these women with the respect and appreciation for the hard-work they invest in farm and family. As the launch hit, the global pandemic took hold and changed the world. We worked closely to quickly shift our messaging to celebrate these women while recognizing the challenging times in their communities—evolving our words in real time then working with Backbone Media to execute this shifting strategy.
We dove deep into researching their online identities and created eight heartfelt bios that celebrated these women and what they stood for, injecting character and personality into each reveal. The bios received an overwhelmingly positive response, both from the influencers and the Liberty community, while also growing the brand’s audience with a younger but still rural crowd. This tactic also helped define the brand’s messaging strategy during the pandemic—as both Walls and Liberty shifted immediately away from a transactional focus and moved toward a tone of respect and support for their communities after seeing our words hit home.
Brand Identity
As Liberty rolled into 2020 on a brand growth and awareness tear they planned to launch their first women’s focused line in a century with eight truly inspiring farm-life influencers. We developed a messaging strategy to introduce these women with the respect and appreciation for the hard-work they invest in farm and family. As the launch hit, the global pandemic took hold and changed the world. We worked closely to quickly shift our messaging to celebrate these women while recognizing the challenging times in their communities—evolving our words in real time then working with Backbone Media to execute this shifting strategy.
We dove deep into researching their online identities and created eight heartfelt bios that celebrated these women and what they stood for, injecting character and personality into each reveal. The bios received an overwhelmingly positive response, both from the influencers and the Liberty community, while also growing the brand’s audience with a younger but still rural crowd. This tactic also helped define the brand’s messaging strategy during the pandemic—as both Walls and Liberty shifted immediately away from a transactional focus and moved toward a tone of respect and support for their communities after seeing our words hit home.
