Insight
With the centennial of Montblanc's iconic Meisterstück pen approaching, a surge in new purchases was anticipated. However, the absence of a tailored post-purchase journey ignored valuable moments to deepen relationships with the brand. This risked undermining the premium experience expected from such a renowned product, potentially limiting customer loyalty and long-term engagement. 

Strategy
To address the disconnect, I facilitated a series of workshops with Montblanc’s corporate stakeholders to understand their customers’ motivations and behaviours post-purchase. In our discussions, we uncovered that Montblanc wasn’t collecting customer data, which meant there was no basis for tailoring communications. This missed opportunities to offer tailored support and inspiration – despite Montblanc’s wealth of resources on pen setup, care and creative usage. Recognising that the journey was more focused on broadcasting complementary products than nurturing lasting relationships, I decided to change the narrative. 
 
Leveraging these insights, I created a messaging framework built around data capture and personalisation. Communications were tailored based on audience purchase motivation (Personal Buyers, Gift Givers and Gift Receivers), purchase data and preferences, with tailored guidance based on Montblanc’s existing brand assets. Follow-up sessions with in-store teams helped refine my approach, ensuring every touchpoint was designed to build deeper engagement while remaining within budget constraints. 
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Impact​
This collaborative approach expanded RAPP’s scope of work from a basic email programme into a robust, multichannel strategy (including data capture, social media and website content) that elevated the brand’s premium experience. Incorporating existing brand assets demonstrated how the new strategy complemented what was already in place, securing client buy-in and reducing costs.