Case Study: Krool “Form” Campaign

[ Client ]

KROOL Jewels

[ Project ]

Form Campaign

[ Work ]

Creative Strategy
Production
eCommerce Photography
Event Production

BACKGROUND

Krool has created a community of young artists and makers that don’t like to promote or sell their work. They’ve grown organically through social media without having to “sell” themselves. Those who follow Krool are extremely connected to the brand, and feel as though they’re a part of Krool.

IDEA

Connect the Krool brand with other local artists who share Krool’s values. Through “Affect Transfer” we can grow and strengthen the Krool brand without direct “selling”.

HOW

Create a series of content, events and limited edition product collaborations with local artists that showcase the artist as the hero. Position Krool as the enigma in the background that enables local artists and makers to create and grow, while staying true to themselves.

Key product was subtley placed in the campaign so as not to “oversell” the brand

The Campaign gave context to re imagined old stock. These Limited Edition Pieces sold out in under 24 hours.

Elliot Watson was the perfect choice for the first artist as he embodies the core values of the Krool brand

RESULTS - LESS IS MORE

175%

MOM REVENUE INCREASE

254%

INCREASE IN PRODUCT MARGIN

173%

ORGANIC TRAFFIC INCREASE

164%

CONVERSION RATE INCREASE MOM

“We’ve been working with Pulp on a strategic growth program and the results have been clear and impressive. We’ve formed a great relationship with the team, who’ve acted as a screening board for ideas.

Since working with them my business has scaled substantially whilst helping me create a brand image that represents me and my ideas without compromising on creative freedom.” - Angus Smith (Krool Founder)