Rausch strategically realigns communication
With a new website and new social media activities, Rausch has undergone a digital makeover and underscored its close-to-nature approach with a new visual language. The brand is also actively seeking to rejuvenate its target group.
Rausch's new digital brand presence highlights the family-owned company's nature-oriented approach even more clearly - also with the aim of using it to reach younger female customers. "Whereas in the past it was primarily the 50+ generation that felt addressed by the brand, we are actively striving to rejuvenate the target group by emotionalizing the brand. Of course, we now also have to communicate more where our target group moves. And these are digital channels," says Lucas Baumann, CEO of Rausch Kreuzlingen, explaining the strategic realignment. The brand does not have to be reinvented for this. Rausch's approach to nature has always been based on trust, respect, and appreciation. Rather, it is a matter of spreading these values in such a way that young women also feel addressed by them.
Optically and technically up to date
The website Intoxication.ch was completely revised. Particular attention was paid to ensuring that the integrated webshop is clearly presented not only on the desktop, but also on all mobile devices. The adapted navigation structure helps users find exactly the information they need. In addition, the optimized user-friendliness helps to complete the purchase more quickly.
In addition, the possibilities of Social Shoppable are also integrated, whereby social media content is linked to the web store. Users can thus go directly from the social media post to the web store to complete the purchase process there.
An important stylistic device is the harmoniously coordinated visual language. All images of the models and products were created in collaboration with Branders in an elaborate photo shoot exclusively for Rausch and are used on all channels. (Werbewoche.ch reported).
Responsible at Rausch: Lucas Baumann (CEO); Petra Hollenstein (CMO); Christian Heckmann (Digital Marketing Manager); Anja Kaiser (Senior Product Manager); Alina Hermann (Product Manager); Lea Riether (Product Manager); Esther Widmer (Communication/PR Manager); Bernadette Raschle (Communication/PR Manager); Laura Stillhart (Marketing Assistance). Responsible at Branders: René Allemann (CEO); Marisa Güntlisberger (Director Omnichannel Experience); Thea Ferretti (Director Communications); Thom Pfister (Executive Creative Director); Sarah Egger (Junior Brand Consultant); Sarah Trendle (Executive Brand Designer); Katja Wölfel (Senior Copywriter); Thomas Hausheer (Creative Brand Technologist). Responsible at Tree Stones: Simon Funk (CEO); Daniel Hofmann (Consulting/Project Manager); Kevin Stutz (Senior Developer); Martin Blättler (Online Marketing Manager).
