Brand Identity Analysis: WNRS

Kaeyla Noble

Social Media Marketing 101

16 February 2022

Assignment #12

Brand: We’re Not Really Strangers (WNRS)

Earned – Publicity (relationships with media, bloggers, investor, influencers, etc.)

• CEO’s Instagram: https://www.instagram.com/koreen/?hl=en
  • Koreen Odiney has 115k followers.
• https://vmagazine.com/article/were-not-really-strangers-x-valentino-party-celebrates-new-collab/ : A cocktail party was thrown to celebrate the collaboration between WNRS and Valentino which was supported by big names such as Nicky Hilton, Deon Hinto, JonBoy, Brenn Lorenzo, and Richie Shazam. Again, another example of how much publicity WNRS has from not only the media – because V Magazine is not a small brand – but also from celebrity communities.
• Lastly, the WNRS Instagram account https://www.instagram.com/werenotreallystrangers/?hl=en
  • This account alone at 4.7M followers showing once again how much publicity Odiney’s brand has.

Influencer Engagement – Response to detractors > loyalists > advocates (creating vertical customers)

• https://www.kentwired.com/latest_updates/article_c7026c5c-8dab-11ec-b859-d71ceee18b3e.html : This Article explain how the card game formed a loving and healthy relationship. In other words, its mission statement was successful without direct communication with companies PR department. The couple is quotes multiple times in the article advocating for the card game, and the positive effect is had on their relationship; thus, creating a perfect example of influence engagement.

Partnerships – community service, charity, co-branding

• https://www.lofficielmalaysia.com/art/valentino-and-we-re-not-really-strangers-come-together-for-new-card-game : We’re Not Really Strangers and Valentino – a luxury brand – collaborating on a new card deck inspired by Valentino designs. The two companies released their collaboration in January of 2021 – at an affordable price of $25 – and was the first company WNRS collaborated with making the brands value increase dramatically.

Shared – social media (Facebook, twitter, etc.)

• Instagram: https://www.instagram.com/werenotreallystrangers/?hl=en
• Twitter: https://twitter.com/wnrstweets?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
• Tiktok: https://www.tiktok.com/@werenotreallystrangers
• YouTube: https://www.youtube.com/channel/UCtHtPespyIJrxtB0C_bmphw
  • The best part about WNRS social media is the consistency throughout each platform without the overuse of the same content. In other words, each platform has a purpose, and that purpose is very clear. Furthermore, their signature color – red – is on every platform in more ways the one. This connects a universal color to their brand which subconsciously will make people think of them and not another brand.

Owned / Incentive – affiliation, brand ambassadors, sponsored content

• https://i-d.vice.com/en_uk/article/bv87jw/were-not-really-strangers-card-game-interview : VICE is very well-known news source amongst younger generation. Their production of easily digestible content makes it easier for people to find their stories. VICE creating an article about WNRS, interviewing the CEO, and positively standing with this brand pushing WNRS further. VICE also expresses excitement and importance on a newly announced release of the brands new pack dedicated to race and privilege.
  • Furthermore, this also is an example of the ‘owned’ section within the social sphere because of the detail answers the CEO gave when asked – by VICE – apart her company.

Paid – Paid Media (sponsored posts, twitter cards, etc.)

• https://www.forbes.com/sites/karineldor/2020/05/27/how-the-25-year-old-founder-of-were-not-really-strangers-created-a-global-movement-from-a-card-game-and-instagram-feed/ : Forbes is known for providing handsome amounts of money towards individuals they want to do stories on. This is considered sponsored media because of the mass amount of coverage WNRS got through this interview of the Odiney. This article also blew up on platforms creating even more revenue for the incredible CEO.

Overall Authority – optimizing content, sharable content, engaging content, google authorship

• WNRS growth over the last couple years speaks volumes towards their overall authority within the market. Other brands such as Intimacy are the result of WNRS rather than originals because of the amount of authority the brand has. Their SEO also speaks volumes because the overrun the first three options when searching their brand. Ultimately, WNRS has creating a universe people love with gives them the ultimate authority.