Wa-Sal, a Moroccan e-commerce start-up with ambitions of rivaling the likes of Amazon and Net-A-Porter, came to us seeking a launch strategy that would resonate with Moroccans while also being scalable as the company expands globally.
We discovered that Moroccans historically saw an opportunity deficit in the country, and still often look to Europe and Asia to obtain aspirational lifestyles. Our campaign leveraged this understanding by positioning Wa-Sal as a Moroccan shopping revolution that would bring global opportunity to wherever the customer is located.
We further demonstrated that this strategy would remain relevant as Wa-Sal expands its international presence. Social and digital media have created global awareness of local brands but have left an access gap in its wake.
My roles: strategist, co-copywriter
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