Goal: Clear communication and fostering a community that everyone wants to be a part of.

Shifting focus to influencers

• Target audience:  ex.: The focus should be exclusively on influencers and the communication channels should reflect this. Businesses should tag along naturally, as their involvement is secondary. Partnerships should happen separately and the main focus should be to create appealing content and a community that the influencers want to be a part of. ( The landing page “business” and “creator” it’s confusing/not communicating what it should. If you go on Airbnb’s website it would be weird if the landing page would show “host” and “guest”, even though both are essential)

• Clear communication: Conveying the brand’s purpose in a few words.

Build a community

• Create events where the influencers promote the same experience: by creating a collective buzz ( Copenhagen Fashion Week is a good example. Brands usually collaborate with restaurants for after-parties, that would work well with partner restaurants)

• Social runs are a great for community-building purposes ( SHC x WOMO merch for social runs)

• Sharing engaging content for the community ( recommendations, tips etc.,)

Tone of voice

• Friendly, Motivational, Empowering/Inspirational

Visual style

• Reflecting a dynamic & clean aesthetic: consistent, warm, sophisticated with an emphasise on social gatherings and ambiance.

• Sharing curated content that speaks to the influencers, revolving around dining, cooking and connecting, showcasing quality experiences.

• Aim to use user generated content.