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Sedar Global is one of the few legacy brands of the Middle East with more than 130 years of traditional heritage in home-decor and interior design. Over the years, Sedar Global has been winning hearts through its product range, exclusive designer IPs and customer service.
Reaching their 125th business anniversary, Sedar Global repositioned itself with the motto ‘YOUR SPACE YOUR ART’, a creative direction tailored to millennials and digital savvy audiences, giving the brand an affable, associative, and artistic look and feel. The new direction allows for greater freedom for creation of creative assets and copywriting, while also refreshing its store designs and layout to mirror the brand’s new objective – capturing the hearts and minds of all age groups and interests.
With significant market share across the region, Sedar Global was always perceived as a traditional brand and appealed mostly to local and expat Arab consumers. Commercially, they were priced slightly above market rates, limiting opportunities to reach and engage new audiences across their target markets.
Media strategies considered mainly offline channels, allowing competitors to rally ahead and increase their share of voice with digital ad buying. This meant Sedar Global required a robust digital paid strategy to amplify its brand positioning and grow its community.
The previous ecommerce website was also fairly dated with a poor user experience, resulting in low conversion rates and a high bounce rate. Traffic campaigns were generating sessions, however data suggested that visitors were getting lost when arriving on the site with a complicated checkout process.
Conducting a landscape review and competitor audit exercise, we were able to gather key learnings that were used to define Sedar Global’s social media objectives, key messages, content pillars, tone of voice and a measurement framework to track growth and content performance.
We created a community management playbook that also defined how we need to be communicating with and engaging our fans and followers across social channels. Since we had multiple markets to manage, a multilingual approach needed to be developed with a custom response plan for FAQ and enquiries.
Calendars were created using a mix of otherworldly elements with pop art juxtaposed with brand products and photography. Assets were brought to life with animation and moving imagery to deliver key messages and encourage content engagement.
Using social listening to monitor trends, we also took a proactive approach to join conversations and participate in viral campaigns to maximise content reach. This includes tactics like Drake’s new album adaptation, Little Miss Sunshine trend, Habibi Come to Dubai and many more.
We also launched a multi-layered digital media strategy to run awareness campaigns to position Sedar Global top of mind with the support of tactical campaigns to promote sales and promotional key offers during seasonal events. Campaigns ran to encourage online sales and in-store footfall to boutique stores across the region.
increase in engagement rate
increase in community growth
increase in social enquiries received
“For quite some time now, Sedar was facing difficulties changing the new generation’s perception that the brand is expensive and outdated. With a great collaborative effort, we were able to bridge the gap between our audience and get closer to where we want to be. All of Crowd’s efforts are always highly appreciated. Thank you Crowd!”NAHEL SELO, CREATIVE DIRECTOR
