Securing global brand delivery
A consumer brand like Helly Hansen has a massive distribution and sales network. Combining this with more than 4500 products and four collection launches yearly, it’s essential that Helly Hansen has full control of their brand management.
Before Helly Hansen invested in their brand management platform, their digital assets were spread over multiple platforms, depending on stakeholders. Finding assets, keeping track and performing maintenance was a challenge.
Although Helly Hansen is a well-known and established brand, competition is fierce. Standing out in the market and working towards being the preferred customer choice requires consistent, long-term brand management. When Helly Hansen invested in Papirfly, there was a focus on gaining proper storage and distribution of digital assets along with securing a consistent brand voice worldwide.
Creating the ultimate marketing one-stop-shop
With Papirfly’s platform, Helly Hansen established an online brand management solution, created for all stakeholders; marketing team, employees, branded stores, resellers and local offices.
The key to success is to always be ahead of the seasonal campaigns running four times a year. Simultaneously, keeping track of and securing expirations and validity of all collections and assets is demanding.
Combining operations to fulfil the needs of photographers, creative agencies and marketing teams led Helly Hansen to create a one-stop-shop with brand guidelines, digital asset management and online templates.
From one single platform – Tight deadlines are met with ease, localisation of marketing collaterals is handled with automated workflows and brand efforts are aligned worldwide.
The Helly Hansen brand platform
For Helly Hansen, Brand Hub is the marketing portal where images, documents, videos, brand guidelines and campaigns are neatly assembled and presented online.
With the purpose of being a one-stop-shop across the entire Helly Hansen company, all marketing needs are covered with Brand Hub; Promotions and campaigns are communicated and put in motion, and brand assets are available for download or tailoring. Most importantly, everything about the Helly Hansen brand is accessible at all times, securing the brand identity regardless of time zone.
Being an essential part of the Helly Hansen brand, digital assets are collected and protected with their Digital Asset Management system.
Helly Hansen has enabled their photographers to upload their images directly to their DAM granting efficiency to their workflow . No time is wasted on “in-between” processes causing delays or detours. Regardless of who uploads assets, DAM collects and structures everything as Helly Hansen requires, making it easy to administrate, locate and use any asset at any time. The central marketing team can rest assured they are on top of their digital assets 24/7.
Being a global company, localisation is a key requirement for Helly Hansen.
With Template Studio, the central marketing team at Helly Hansen has complete control of the look and feel of their brand. Localisation and adjustments is still safely delegated to the local stakeholders, thanks to templates that employ brand guidelines, so nothing ends up off-brand.
Sales offers, promotions, new arrivals, campaigns, and more are self-serviced and there is never any risk of brand dilution. Local stakeholders simply pick the needed collateral, adjust, and download within minutes.
About Helly Hansen
From our home in Norway, Helly Hansen has been making professional grade gear to help people stay and feel alive for almost 140 years.
It all started in 1877 when sea captain Helly Juell Hansen found a better way to stay protected from the harsh Norwegian elements. Soon thereafter, Captain Hansen and his wife Margrethe launched a business producing waterproof oilskin jackets, trousers, sou’westers and tarpaulins made from coarse linen soaked in linseed oil – and the legend was born!
Helly Hansen gear is worn and trusted by professionals on oceans, mountains and worksites. As the #1 apparel brand for Ski Professionals, you’ll find HH at more than 200 ski resorts and guiding operations around the world, and worn by more than 55,000 ski professionals. Our sailing gear is worn by world-class sailors across all five oceans, and we’re proud to partner with and participate in some of the sport’s most iconic regattas and sailing associations. As a leading Scandinavian workwear brand, you’ll see us at work-sites where performance, protection and safety matter most. We continue to support Captain Hansen’s legacy through a long list of first-to-market innovations developed through insights from those working and recreating in the world’s harshest environments.