Der Weiderer
A project that demonstrates how branded content works today: the focus is not on the product, but on the story that is told around it.
Challenge
Something different
How do you introduce a new product line that polarizes opinion and strikes a chord at the same time? Trachten Angermaier wanted to present lederhosen for plus sizes in an emotional and unconventional way. Not with a classic product video, but with a story that captivates the target group and recharges the brand at the same time. Approach
Approach
We developed a fictional character: Der Weiderer
A larger-than-life character, deeply rooted in tradition and yet fresh, humorous, and authentic. Instead of simply “introducing” the product, we created an emotional connection between the customer, the brand, and the character. This creates a recognition value that goes far beyond the product itself: in the best case scenario, a customer walks into the store and doesn't ask for a pair of lederhosen, but directly for “Den Weiderer.”
Results
6 snappy reels
A social media campaign with 6 episodes, each lasting around 1 minute – produced in reel format for maximum reach and virality. Emotional, humorous, edgy. This brings the Angermaier brand right into the heart of the target group.
