GANG
Young identities
A major repositioning project that placed
the customer at the center of the brand.
Challenge
The Gang is a phase in the lives of many young people from Rio Grande do Sul. Based on the brand repositioning proposed by Bistrô, we understood that it was necessary to reinforce the Gang as a vehicle for expressing diverse youth identities .
Objective
The work with Gang sought to ensure that campaigns and content generated would be a vehicle for expressing youth behavior.
Strategy
From “the store that understands YOU” to “the store that understands ME” , we are committed to customer leadership.
The Like a Boss campaign was decisive for Gang's repositioning, in terms of sales growth and brand awareness, regaining leadership in the Top of Mind in Young Fashion in the State.
CRIARP - 2014
Bronze in Integrated Campaign
BIP Globo - 2014
RBS TV Affiliate Featured Case
Top of Mind
Tomorrow Magazine
Most remembered young fashion store
20.3%
2012 (2nd Place)
46%
increase in sales of the Like a Boss collection
26.7%
2019 (1st Place)
246%
of increased sales in the
Gang e-commerce
Who
are we today?
To better understand its audience, Gang sponsored a survey, coordinated by Bistrô, which mapped different aspects of youth behavior in the main regions of the state of RS. We published a book for Gang based on the project, investing in branded content .
The findings of this research helped to support the brand's campaigns and actions, reflecting the lifestyle and behavior of young people.
One of Gang's most notable campaigns in this phase of brand repositioning was recorded in Lima, Peru, representing a backpacking trip and the desire of young people to travel - something identified in the research “Who are we today?" .
Explore Your World Campaign - 2015
Silver in Audiovisual Production - CRIARP Direction
Bronze in Audiovisual Production - CRIARP Photography
Lifestyle
young
Youthful behavior was also the theme of the digital approach we proposed for Gang. On social media, the photos sought to convey a fun , collective , urban and also “joking” lifestyle , characteristics that resonate with the brand's audience.
As part of its digital content production efforts for Gang, Bistrô created personalized GIFs to be used by users on Instagram Stories.
We created the Gang Stories video series , inspired by web language and memes, to tell the story of the brand's campaigns, in a language appropriate to the audience and the type of web content.
When the brand celebrated its 40th anniversary , we produced a major campaign honoring young people of all generations who built the spirit of the brand.
Also check out other works by Bistrô
