TUTTI.ch

brand direction
Strategic Content

BRIEF.

To make second-hand buying and the tutti.ch brand feel attractive and culturally relevant on Instagram for a younger, more style-conscious audience.

The brief was to develop a dedicated content strategy that made second-hand buying attractive , dismantled the "dusty second-hand image" , and positioned reuse as a creative, conscious lifestyle choice for a new, style-focused generation.

What.

As a freelance consultant, I authored the core brand strategy and co-authored the project.

My role included executing the editorial photoshoot & developing the micro-influencer campaign.

WHY.

The core insight was that our target audience associated second-hand with "ugly lists" of mass-market items. They were seeking "trendy pieces and styles".

The strategic goal was to shift this perception and reposition tutti.ch as a "goldmine" for unique style.

We needed to prove that a "conscious lifestyle" through reuse was not a compromise, but a "really cool thing for everyone".

HOW.

Casting: Scouted and cast 8 models to "show the diversity of tutti.ch" and reflect our core strategic theme of "multifariousness".

Styling: Booked high-profile Vogue stylist Marian Schlicker. We proved the concept by sourcing the entire wardrobe from the platform, creating the "alternative and fashionable" looks our audience desired.

Production: Organized the two-day shoot at the Annabelle magazine studios , leveraging internal Tamedia partnerships.

Rollout: The broader strategy included a 40-person micro-influencer campaign and a daily content plan to meet our growth targets.

The project was fully budgeted at CHF 100K with clear 120-day KPIs: grow followers from 5,750 to 17,000 and lift engagement from 0.48% to 4.0%.

We successfully launched the new creative, but the full pilot was halted post-launch by an internal corporate pivot, the TX Group's acquisition of Ricardo, which refocused the brand's core strategy.

Impact.

A DEEPER LOOK.

Campaign

your story

your style.

The creative was built on the core campaign lines I developed: "Be different, be you" and "Your story, your style". This concept celebrated diversity, self-acceptance , and individuality "in all shapes, colors and sizes".

This new identity became the "CORE of our professional items display" , proving that our items are "unique" and enable a "conscious lifestyle".