1.O CAMPAIGN OVERVIEW:
KEY CAMPAIGN GOALS
TARGET AUDIENCE
KEY MESSAGING

2.0 campaign concept
PRODUCT IDENTITY
CONTENT STRATEGY
VISUAL STRATEGY
MOOD
GRID EXAMPLE

3.0 SOCIAL MEDIA strategy
TONE OF VOICE
HIGHLIGHTS
TEXT GUIDELINES




4.0 marketing channels
ADS
REVIEWS
INFLUENCERS & BLOGS
COLLABORATIONS

5.0 MARKET RESEARCH
COMPETITION OVERVIEW
INTERNATIONAL BRANDS
IMAGE IN SOCIAL MEDIA
LOOP ROPE
campaign concept
KEY GOALS:
1.0 CAMPAIGN OVERVIEW
  • rene MAgritte reimagined
  • erwin wurm x vogue
  • woody allen eating tapas in his room
  • monica belluci eating pasta
  • dolce far niente
  • Joy of eating, drinking, sleeping, and "wasting" time
  • Moments of real pleasure
  • Feeling fine and comfortable with me/us/your/self/ time
TARGET AUDIENCE
target audience 1
The Conscious Climber

  • Profile:Late 20s–40s
  • Regular climber (gym & outdoors)
  • Cares deeply about sustainability and ethical products
  • Likely already reduces plastic use, supports local/eco brands
  • What They Respond To:Visuals of natural beauty + recycled innovation
  • Language about purpose, responsibility, impact
  • Proof that your rope is technically safe but ethically superior

Hook Them With: “Climb what you love. Protect what you love.”
target audience 2
The Nature-First Explorer

  • Profile:Mid 20s–50s
  • Weekend hikers, vanlifers, nature lovers — not just climbers
  • Sees the outdoors as healing and spiritual
  • Less performance-driven, more about experiences and vibes
  • What They Respond To:Emotion-driven, scenic visuals (mists, forests, stillness)
  • Messages of connection to the Earth, freedom, peace
  • Products that represent a better way of being, not just gear


Hook Them With: “Nature gives you space to breathe. Give something back.”
target audience 3
The Ethical Minimalist

  • Profile:Mid 20s–40s
  • Urban-based, values low-waste lifestyles
  • Shops secondhand, recycles, avoids fast fashion
  • Not hardcore into climbing — might be a beginner or just intrigued
  • What They Respond To:Strong messaging about circular economy & waste reduction
  • Behind-the-scenes content: how rope is made, where tires go
  • Visual clarity — simple, calm design that matches their aesthetic

Hook Them With: “One rope. One choice. Less waste. More meaning.”
KEY MESSAGING: HOW OUR CUSTOMERS
SHOULD FEEL LIKE
WHEN THEY LOOK AT OUR SOCIAL MEDIA?
  • Build Emotional Connection with Nature-Loving Climbers
  • Educate on the Environmental Cost of Conventional Ropes
  • Position the Rope as the Ethical Standard — Not a Premium Niche
  • Drive Direct Sales Through Ethical Convenience
  • Mobilize a Movement, Not Just a Market
  • Inspired to protect nature: “This matters. I want to be part of something that cares about the planet.”
  • Calm, grounded, and at peace: “This feed feels like a breath of fresh air.”
  • Part of a quiet rebellion: “This is what the future of gear looks like — and I’m already there.”
  • Empowered and proud: “I’m making better choices. I’m contributing to something bigger.”
  • Connected to a tribe of like-minded climbers: “These are my people. They get it.”
  • Free, light, and open: “They put into words and visuals what I feel when I’m outside.”
  • Welcomed and included: “This isn’t just for elite eco-athletes. This is for everyone.”
THIS PRODUCT is:
2.0 CAMPAIGN CONCEPT
  • Made from 100% recycled materials (currently from old tires)
  • As strong and safe as traditional climbing ropes
  • Designed for climbers who love and protect nature
  • Affordable and accessible — not a luxury item
  • A symbol of conscious, purpose-driven adventure
CONTENT STRATEGY
CONTENT PILLARS:
VISUAL STRATEGY

OVERALL GUIDELINES
MOOD
  • COLOURS
  • PEOPLE
  • EMOTIONS
  • EXPERIENCES
  • FEELINGS
  • Sustainability – Show how the rope is recycled and eco-friendly.
  • Emotion – Capture the feeling of freedom, peace, and connection.
  • Nature – Celebrate wild places and why we protect them.
  • Community – Share stories from like-minded climbers.
  • Product – Highlight the rope’s strength, beauty, and purpose.
  • Clean, lots of negative space, fresh look
  • Complimentary colour palette, using brand colours
  • Only using fonts from brandbook
  • Only using logo with space as stated in brandbook
  • Simple things, shot in unique ways
  • Main goal for may posting is to create a vibe, tension, interest
  • engaging senses, to make people almost feel as if they were there
  • mouth watering
  • still about the vibe, not just the food


  • No: provocative, too busy in visual details, low quality of shooting; lots of people.
  • Earthy + Natural Tones – Greens, browns, stone, sky; minimal edits.
  • Emotion-Driven Imagery – Focus on feeling: freedom, calm, connection.
  • Clean + Minimal Layouts – Keep it spacious, no clutter.
  • Texture + Detail – Highlight rope material, rock, skin, nature elements.
  • Real People, Real Moments – Authentic shots over staged ones.
PRODUCT IDENTITY
Emotion-Led VISUAL Brand Direction
  • “I adore nature”
  • “I take care about nature”
  • “Nature is my safe space, my escape”
  • “I am free”
  • “I breathe clean air”
  • “I contribute to the world by buying this product”
  • “I value recycling because it helps take care of what’s important to me and be a better person”
CLICK HERE TO DOWNLOAD ALL THE CONTENT
3.0 SMM STRATEGY
HIGHLIGHTS: coming soon
ROPE
RECYCLED?

Community

SHOP


Freedom


WEBSITE
NAME
category
LOOP | Climbing ropes from recycled waste.
Because in nature, everything comes back.
Nature moves in loops. So do we. Respect the cycle.

USERNAME
food for sharing.
come in, soon.
sense the vibes.
breakfast. lunch. drinks
drinks & stories
text moods:

where stories are told.
where memories are made.
stay for more.
overall guidelines:
short, clear, sometimes a bit flirty and even arrogant. Playing with the audience
english
Informal, friendly, sharp
OVERALL GUIDLINES:
  1. Calm, grounded, and intentional – Like a deep breath in the forest.
  2. Empowering, not preachy – Encourage change without guilt.
  3. Emotion-first – Speak to how people feel, not just what they do.
  4. Warm and human – Write like a thoughtful friend, not a brand.
  5. Minimal and clear – No clutter. Say less, mean more.
  6. Nature-connected – Use language that evokes landscapes and elements.
  7. Purposeful and conscious – Every word has weight and meaning.
  8. Inclusive and welcoming – No elitism, no jargon, no gatekeeping.
  9. Visual in language – Paint pictures with your words.
  10. Hopeful and forward-looking – Focus on solutions and what’s possible.
TONE OF VOICE
TEXT MOODS & EMOJIS:
  • POINT 1
  • POINT 2
  • POINT 3
  • POINT 4
  • POINT 5
  • POINT 6
  • POINT 7
  • POINT 8
  • POINT 9
  • POINT 10
Made on
Tilda