Victorinox is a brand with 100 years of heritage and almost 50 different websites – one for each country or region.
My agency developed a one-for-all website, including an e-commerce platform.
My responsibility: Content strategy, from message and channel definition to topic development and content creation.
Victorinox Swiss Army is a loved brand. After all, MacGyver and the Simpsons use their products.
The content strategy I developed built on the existing fan base, which focuses on functionality. To add a modern touch, the iconic Victorinox design language was added to the topics we cover.
The content strategy targets two user groups.
Left side: The long-developed fan base of craftspeople is function and quality-oriented.
Right side: Design aficionados appreciate the iconic design and the brand’s heritage.
Victorinox products serve both user groups
Each user group has different content needs.
Left side: Function and quality-oriented people want an everyday companion and tips and tricks on how to use such a tool.
Right side: Design-oriented people want to enjoy life. They are looking for inspiring stories about beautiful objects and the tradition-oriented craftspeople that create them.
The Victorinox message serves both user groups.
The Victorinox tone of voice is inspiring yet practical – just like its key product: the Swiss Army Knife.
Depending on the communicative situation, the tone of voice is either more on the inspirational and warm side or more on the practical and factual side.
100 years of history – that means that a lot of terminology had already emerged. However, the team in Russia did not necessarily use the same wording as the team in Italy or the team in China.
Together with the communication teams around the world, we developed wording conventions to ensure consistency while respecting localization.
Content production is the work of many stakeholders. As the content producer, I’m in touch with them all.
Together, they gave input on what to write in the list of key features and in the description copy.
Victorinox translates its content into 10 languages. Once back from the translation agency, I made sure that their work was accurate and on brand.
I also checked that the translated copy fitted into the layout – text expansion can become an issue as some languages need more space than others, as you can see in my text expansion cheat sheet.
Thanks to the content strategy, topics, formats, and distribution channels now had a clear direction.
It served as the basis on which to build the editorial calendar, track goals, and optimize content.
Some of the content I developed: A series on the Victorinox iconic design, a series on their high sustainability standards, or a recurring contest with several phases.
The company went through a profound digital transformation. Legally, a silo organization became one legal entity. Technically, e-commerce and digital communication united in one single online presence.
Thanks to my content strategy, editorial teams around the world now have one compass to align all their activities and communicate with one voice.