Swap launches first global campaign to spotlight e-commerce inefficiencies

With new advertising and rebranding, Swap solidifies its position as the e-commerce brand’s secret weapon for all things logistics

LONDON, 9 July 2024–(BUSINESS WIRE)–Swap, the e-commerce operating system (OS) that manages all operations for direct-to-consumer brands, today debuted its first brand campaign and TV ad titled Replacement House, underscoring the brand’s ability to keep its retail logistics under one roof. The ad is now running on CTV on Amazon Prime, Hulu and DirectTV, as well as social platforms LinkedIn, YouTube and Meta.

The campaign expands on Swap’s witty and illustrative universe, creating a vivid metaphor for the company’s technology consolidation. With whimsical animal illustrations and a playful animation style, the spot playfully pokes fun at competitors in the e-commerce logistics space. Swap partnered with Manu Correa Soto, a former Buck employee, who injected his signature animation direction into this imaginative world. The result is a dynamic and vibrant piece that injects life into the often monotonous SaaS sector, where branding often takes a backseat. The sound design, created by Facundo Capece, further enhances this vivid and engaging narrative.

“This ad hits the nail on the head of a problem e-commerce brands face today. When I see people on LinkedIn talking about the ‘ingenious tech stack,’ the list is longer than a CVS receipt.” said Juan Pellerano-Rendon, Chief Marketing Officer at Swap.It’s unrealistic for brands to spend significant amounts of money on point solutions that provide disparate data points and don’t work together, especially in this macro retail climate. Swap allows you to run all your operations with one partner. We know that technology consolidation delivers faster, more efficient growth when brands need it most, and we’re excited to take that message out into the world and evolve brands from their internal operations to external growth. This is the first step in solidifying Swap as the only e-commerce operations platform on the market.

The ad was inspired by Swap’s recent rebranding, designed to help the company stand out from the sea of sameness in the e-commerce logistics space. The strategy was intended to break free from the monotony that plagues the SaaS space, where branding often feels bland, literal, and lacking personality. Swap focused on its core audience: fashion founders and DTC Insiders with a modern design system that speaks directly to them without taking itself too seriously. Inspired by its rich history in drop shipping, Swap chose a carrier pigeon as its brand mascot. The decision wasn’t just whimsical—it was strategic. The carrier pigeon, which guides customers through its products, embodies the speed, loyalty, and reliability its solutions offer. The pigeon resonated with the fashion brands that drive its business, and it also symbolizes the urban cultures in which many of its brands operate.

The ad was brought to life by Juan Pellerano-Rendon, Chief Marketing Officer; Alex Kirsch, Creative Director; Manu Correa Soto, Amination; Fecund Capece, Sound Design; Kristin Rose, Paid Media Director; and Guerin Kline, Design Intern. The rebranding was led by Juan Pellerano-Rendon, Chief Marketing Officer and Alex Kirsch, Creative Director.

This ad follows Swap’s recent $9 million Series A round led by QED Investors and the launch of Swap Global, which has allowed the company to unlock new markets through DDP shipping, automated tax remittance and express customs clearance. The funding has also allowed Swap to expand its marketing and sales teams as the company works to expand its presence in the UK, Europe and the US. To learn more, visit swap–commerce.com.

About Swap:

Founded in 2022 by Sam Atkinson and Zach Bailet, Swap is an e-commerce operating system that manages all of the operations of direct-to-consumer brands. Swap is an evolved version of e-commerce. The company is designed to help direct-to-consumer brands simplify their technology stack by streamlining every pain point in a brand’s operational journey—from shipping, tracking, and package protection to returns and cross-border.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240709120871/en/

Communication

Elizabeth Snyder, SolComms
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