Meet Só Dança
The Só Dança brand is more than dancewear, shoes, and accessories. They are an industry leader who understands dance and knows how to support dancers. They draw dancers into their design concepts and their community. Their extended Só Dança family includes top international dancers, ballet companies, colleges, and businesses from all over the world.
Website Launch Strategy
When we met Só Dança for their Discovery, they immediately trusted us and wanted our expertise to assist them with solidifying their brand voice and guidelines. They have plans to launch a new website in 2018, and value Vers coming alongside them to help them execute a clear strategy for a successful launch. Together, we began to look for new ways to share their beautiful brand story that would reach their audience on a higher and much larger scale.
Website Launch Strategy
Só Dança had a big vision. They could double their sales and their brand recognition by going direct to consumer, but the transition had the potential of becoming financial quicksand.
We began shaping a brand story that positioned their dancers, their community, and their retail partners as heroes. Só Dança was legitimately nervous about the transition, and it was our job to build their confidence by providing them with a well-thought-out plan. We crafted a comprehensive calendar that included plans for PR, social launch strategy, the unboxing experience, overcoming sales and retail objections, the launch unveiling, content storytelling through video, and more. It was an exhaustive, tactical list that, if handled properly, would yield success.
We rolled up our sleeves and got into the trenches with them. We had to approach the whole experience in a cost effective way that would be scalable over time as their cash flow grows.
Só Dança was already pushing creative limits with their talented in-house staff of designers, photographers, and videographers. They needed our help to get everyone speaking with one voice and designing with the brand in mind. We took their Discovery values and wrote a company Voice Guide that expanded the philosophy behind their brand. Those written words would steer the way the Só Dança brand spoke. Then, we nestled the Voice Guide into a bigger Brand Guide, which created the guardrails for all future work. Creativity will flow freely through their various campaigns throughout the year, but underneath all of that work, the timeless Só Dança brand and values will always be recognized quickly and clearly.
Everyone agreed that Só Dança should always and only tell authentic stories of real dancers—from those buying their first ballet shoes to the most professional, sought-after dancers to their factory workers and designers. We would use the mouthpiece of video, blogs, photography, and social networking to communicate their stories.
We filled a content calendar with young dancers (Só Dançers) who idolize the professionals, but who also love seeing pictures of themselves and their peers. By pouring into the next generation of dancers and using the power of micro influencing, Só Dança can drive the future of their business and position themselves to be a future industry leader.
THE ORIGIN STORY
We traveled to the Só Dança factory in Central America and filmed their staff and the people who were key to making the Só Dança brand what it is today. We captured real life and the legacy stories that needed to be told. The Vers team brought a fresh perspective from outside the company and saw amazing things their workers had taken for granted over years.
VIDEO COMING SOON!
THE SARA MEARNS’ STORY
Sara Mearns is an American ballerina who is a principal dancer with New York City Ballet, and one of the top ballerina’s in the world. She also happens to have a product line with Só Dança.
We traveled to New York City and filmed her story. Her essence and elegance certainly takes the Só Dança brand to an elevated level and inspires the next generation.
VIDEO COMING SOON!
“We had fears going into the future with the launch of our new website and the growth of our company, but every time we talked with Vers we felt inspired, like, ‘We can do this!’ They provided the strategy, moral support, and vision we needed.”
Helena Hines, COO at So Danca USA
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