Arora Online

Brand Strategy:

In 2019, The Waterfront Theatre School embarked on a massive rebranding project after nearly 40 years in the industry. Arora Online’s passion, attention to detail and commitment to our product’s development demonstrated immense insight into all aspects of our brand as well as the relevant market. Arora Online helped bring the Waterfront Theatre School into this new era with a fresh and marketable look, of which we are extremely proud.

LET’S SHINE SOME LIGHT ON THE MATTER:

The Waterfront Theatre School opened its doors in 1992, quickly becoming known as the “Fame School”. This was because of its reputation for producing triple threat performers who could sing, dance and act. Fast forward to 2019, and the V&A Heritage Committee decided it was time to return the Herbert Baker building to its original look. As the architectural facelift took place, the directors of the school used the time to reflect on the brand. How had it evolved in terms of its curriculum, offering and outlook? Could the institution stay true to its established, familiar ethos while refreshing the brand for the 21st century?

THE LIGHT BULB MOMENT:

The project kicked-off with an in-depth brand strategy workshop. This helped Arora Online and the school’s directors understand what the brand means today, and how to position it. The key was understanding that the school needed to draw back the proverbial curtain. This revealed the many activities that give this training institution its brand personality and its competitive advantage.

As Arora Online worked with The Waterfront Theatre School, it became apparent that since its inception the institution changed. It has shifted away from producing only performers. Nowadays, it provides opportunities for students to develop skills as teachers and creators, as evidenced by the careers of graduates. This differentiates the School because no other institution makes students as employable across performing, teaching, and creating. Above all, this insight drove the rebranding strategy, inspiring elements like the anchor in the new logo. The school anchors your training in tried and tested technique, while allowing you to soar.

YOU CAN’T MAKE LIGHT OF THESE STATS:

The client expressed that applications to the training institution increased year-on-year, despite new competitors entering the market.

As one of the co-directors noted, “Arora Online identified what our brand is and who our target market is. They used that to develop an effective strategy to market our brand”.

TikTok Launch:

The Arora Online team has thoroughly impressed us with their expertise, ideas, and all-round flexibility. In addition, they have delivered content that looks effortless and has exceeded our expectations. They have surprised us and tugged at our team’s heartstrings as we have thoroughly enjoyed seeing them bringing our brand vision to life in videos that have been cute, charming, and emotional. Importantly, we have felt completely safe with Arora Online as we entered this uncharted territory.

LET’S SHINE SOME LIGHT ON THE MATTER:

Jekyll and Hide, a highly revered South African leather goods company enlisted social media experts Arora Online to launch their TikTok account in a way that would add value and deliver results. The brand, which has been around since 2002 is known for authentically-crafted, high-quality products that provide long-lasting value to customers.  

As the social media landscape has shifted and the way it functions has changed, audiences are increasingly looking for content that has tangible value for them, whether it’s informative, educational or entertaining. Arora Online – having grown up with the TikTok platform since its infancy – was perfect to assist Jekyll and Hide with this mission as we understand how TikTok trends work and can be leveraged to maximise reach and engagement.

THE LIGHT BULB MOMENT:

Just like Jekyll and Hide, TikTok is all about authenticity, and as the TikTok experts, Arora Online understands that the voices that ring true for most TikTokkers are those of the influencers they trust. To make a strong debut for the brand, we carefully selected influencers who align with the brand’s values, and can therefore speak authentically to their love for its products. Some of the creators we partnered with to amplify Jekyll and Hide on TikTok include actress Leandie du Randt, TikTok dance sensation Gloria Ngcobo, and The adored Beneke family. Next, the team knows how to turn strategic and conceptual ideas into content, working with top videographers and photographers to create content that’s right for TikTok: eye-catching and cool, but not overly produced.To round it all off, the Arora Online team has a deep understanding of how to get the most out of one’s paid media, ensuring that brands don’t have to rely purely on paid reach and ads. Ongoing data analysis guides the iterative strategy so that learnings inform execution.

YOU CAN’T MAKE LIGHT OF THESE STATS:

The results were delivered! In just three months, the Jekyll and Hide TikTok account has over 5 000 followers, with over 5.6k likes on content. In the first two months since the launch, the brand’s TikTok content racked up over 1 million impressions and over 14k clicks, driving brand awareness and website traffic.These impressive stats are not just luck: they’re thanks to the strategic creativity of the team at Arora Online.

ARORA ONLINE SERVICES:

• TikTok Marketing
• Social Media Marketing
• Video Production
• Content Strategy
• Influencer Marketing
• Paid Media
• Data Analysis