Propstore Campaign
Every collector dreams of finding that perfect piece. 'Find your extraordinary' brought Propstore's evolution to life, inviting their passionate community – and the wider world – to experience collecting differently. The campaign bridged heritage and innovation, turning audience interest into unprecedented engagement.
Our work
Marketing Materials
Campaign
Copywriting
The Challenge
When you're evolving a trusted collector's brand, you need more than just a reveal – you need a revolution. Propstore's transformation demanded a campaign that would honour their heritage while boldly claiming their future. The mission? Turn brand strategy into cultural conversation.
Where we started
The collectors' community is deeply passionate and protective of their space. Any shift needed to respect this while expanding Propstore's appeal to new audiences. We discovered that beneath every collection lies a universal truth: the thrill of the extraordinary, the joy of discovery, the pride of custodianship.
What we did
From deep within Propstore's brand DNA – their position as the Custodian's Custodian – emerged three simple words: 'Find Your Extraordinary.' More than a campaign line, it became their rallying cry. A promise that speaks to seasoned collectors and curious newcomers alike.We crafted a digital-first campaign that turned this promise into action. Every touchpoint, from social media to dedicated landing pages, balanced the gravitas of cultural preservation with the excitement of discovery. The message was clear: extraordinary isn't just what Propstore sells – it's what they enable their community to discover.
Where we landed
'Find Your Extraordinary' transcended its launch campaign origins to become Propstore's enduring signature. Traffic surged across their platforms as both existing collectors and new audiences responded to this authentic articulation of the collector's journey. Most importantly, we'd created a platform that could carry Propstore's voice well beyond the rebrand moment.
