Daycraft, by Tai Shing Diary, offers a textbook example of how a manufacturer can methodically build a premium global consumer brand.
Key to the process is a clear understanding of the opportunities, and developing products that appeal to the right people.
Over the years Stepworks developed many Daycraft campaigns and marketing initiatives. We’ve helped with new product development, ad-hoc campaigns, B2B initiatives and much more.
All campaigns and product developments were devised to achieve predetermined objectives. These are supported by a set of carefully crafted messages that relate an ongoing brand narrative in a consistent tone of voice.
Valuable earned media – Strategically conceived newsworthy novelty products were launched to bring numerous mentions of Daycraft in mainstream media lifestyle sections, and influential design and lifestyle blogs.
Multichannel distribution – The partnership saw Daycraft campaigns launched in many channels, offering click-through access to sales.
Brand extension – The Daycraft brand successfully evolved from notebooks and diaries to a line of innovative organiser products.
Crossover collaboration – Daycraft became sought after as a premium brand crossover partner. Strategic crossover campaigns reinforced Daycraft’s premium positioning.