LOJEL
Marketing strategy and e-commerce direction
Date
2018-02-24
Company
LOJEL
Role
Founder, Assembly Digital
Read time
1 min
Read with...
- 01Delivered a marketing playbook that distilled the opportunity and execution inputs
- 02Established reusable narrative constraints for campaigns and site work
- 03Connected strategy to a clearer e-commerce direction at conversion moments
Ownership and scope
We partnered with LOJEL on marketing strategy and e-commerce direction through Assembly.
LOJEL was founded in Japan in 1989 and is now run by the founder’s grandson, with An Chieh Chiang as our day-to-day partner. They build carry essentials for travel and everyday life.
Operating problem: strategy and execution
LOJEL had strong product and taste. The gap was a clearer marketing opportunity and an execution plan the team could run, consistently.
Operating loop: positioning to conversion
In this case, the loop drove focus (audience and positioning), proof (playbook and creative direction), and conversion (an e-commerce journey that matched the story).
What we built: playbook and ecommerce direction
- A marketing playbook that distilled the opportunity, framing, and execution inputs.
- A set of reusable narrative and creative constraints the team could carry into campaigns and site work.
- E-commerce direction that tied the strategy to real conversion moments.
What changed: The brand moved from “nice products” to a clearer story and a plan for how to show up, repeatedly, across marketing and the site.
Selected slides: marketing playbook
Selected slides from the final marketing playbook are below.
Results: strategy to conversion
These outcomes come from delivery artifacts and client review notes from this period. This page is the primary published record of this work.
- Delivered a marketing playbook that aligned the team on opportunity and execution inputs.
- Established reusable narrative constraints that made future marketing work more consistent.
- Connected strategy to a clearer e-commerce direction, so the story showed up at conversion moments.
Decision support
FAQ: Fast answers, no filler
The objective, outcomes, and next best path in under a minute.
01What is LOJEL?
A case study on marketing strategy and e-commerce direction for LOJEL, built as a playbook the team could run repeatedly.
02What did Michael Preuss do in this work?
Built a marketing playbook that distilled the opportunity, created reusable narrative and creative constraints, and tied strategy to conversion moments in the e-commerce journey.
03What changed?
The brand moved from nice products to a clearer story and a plan for how to show up repeatedly across marketing and the site.
04What results are documented?
A complete marketing playbook, reusable narrative constraints for future campaigns, and a clearer e-commerce direction so the story showed up where customers decide.
05Where can I go deeper next?
Next, read Loden Hotel.