Client Background
Maarten and his small team initially excelled after acquiring the business, securing distribution rights across Europe and beyond, and cultivating a strong network of clients and customers. However, a shift in focus resulted in a decline in turnover.
When Modern Museum stepped in, CowParade International was in a recovery phase post-COVID-19 pandemic, presenting an opportunity to reconnect with their audience. The challenge was to rekindle enthusiasm among a disengaged audience and motivate them into action.
Strategy & Approach
Modern Museum undertook a revitalisation strategy centred on enhancing brand presence and reconnecting with CowParade International’s audience. Key initiatives included:
Brand Refresh: Updating branding and messaging to reflect CowParade International’s whimsical spirit.
Website Overhaul: Redesigning for improved aesthetics and user navigation.
Product Innovation: Introducing The Masters Collection and the Signature Collection by Dutch and South African artists, respectively.
Central to this revitalisation was the introduction of “Moooving Art,” celebrating craftsmanship and CowParade International’s global artistic legacy.
Implementation
The brand was modernised with a fresh colour palette and refined logo, placing emphasis on CowParade International’s iconic blue. This update extended across packaging, social media channels, and a revamped website by Modern Museum, enhancing the overall user experience.
Simultaneously, we introduced new designs inspired by Dutch Masters and South African artists, and launched targeted social media campaigns and artist collaborations to reach new audiences.
Highlights:
Visual Identity: Streamlined colour palette and logo to focus on CowParade’s iconic blue.
Creative Campaigns: Launched targeted social media campaigns and artist collaborations to showcase new designs.
Product Innovation: Introduced curated cow designs inspired by renowned artists, enhancing product appeal.
Explore our portfolio for more details on our creative work.
Results and Achievements
Since partnering with CowParade International, we’ve achieved growth and engagement across their digital platforms.
Social Media Growth: CowParade International’s social media following has grown organically, without Meta advertising. Through strategic posts, reels, and collaborations, we’ve reached over 30K accounts on Instagram alone.
Sales Success: The Masters collection has quickly become a bestseller, with 335 cows sold within 6 months through the online store.
Email Marketing: Despite minimal paid promotion, CowParade International has expanded its email subscriber base, boasting a robust open rate of 35-45%, which exceeds industry norms.
While our efforts have yielded positive results, we acknowledge challenges:
Limited Advertising Budget: Despite budget constraints, we are actively leveraging resourceful advertising strategies to maximise presence on social media and optimise online sales potential. We remain committed to optimising the resources at our disposal to address this challenge effectively.
Audience Engagement: We’ve been actively working to re-engage original audience members and engage new audiences, building on past experiences to foster stronger connections and address previous brand challenges. Despite constraints, we are actively leveraging resourceful strategies to maximise presence on social media and optimise online sales potential.
Moving Forward, we’re optimistic about implementing Meta and Google advertising strategies to boost online visibility and sales performance.
TESTIMONIAL
“Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam ut sagittis sem. Vivamus vitae nibh vel leo luctus hendrerit vitae vitae est. Vestibulum leo sem, luctus et volutpat eu, rutrum nec massa. Curabitur a gravida diam, eget imperdiet ipsum.”
MAARTEN, COWPARADE INTERNATIONAL
Conclusion
Summary of Achievements: Modern Museum’s collaboration with CowParade International resulted in a revitalised brand identity, increased social media presence, and successful product launches.
Lessons Learned: The importance of consistent brand storytelling and strategic digital engagement in sustaining audience interest.
Future Outlook: Continued focus on digital marketing expansion and product innovation to sustain growth and enhance customer loyalty.
Future Advertising Initiatives: We’re optimistic about implementing Meta and Google advertising strategies to boost online visibility and sales performance.
Despite these challenges, we’re confident in our ability to enhance CowParade International’s digital presence and drive continued growth.
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