Brand Ecosystem & Customer Growth Intern

DanceWerkz · Brand Management · Website

The problem

Duration: Jan - Jun. Working arrangement: Hybrid — primarily remote with in-person attendance at events. Expected commitment: Min. 6 hrs/week. Key responsibilities: Conduct customer and competitor research to understand what dancers and movement consumers value, what they feel is missing, and why they currently choose competing brands. Define DanceWerkz's priority customer segments and translate the "Built From Ballet" philosophy into relevant value propositions, customer promises, experiences and proof points. Generate and test original campaign ideas, brand activations, community programmes and customer experiences that excite the target market and encourage participation. Measure campaign participation, customer conversion, repeat engagement, retention and commercial results, and present recommendations directly to the founder. Challenge — Built From Ballet: Building a Brand Ecosystem Customers Choose and Stay For: DanceWerkz is evolving from an e-commerce dancewear and activewear retailer into a ballet-rooted movement and wellness community under its "Built From Ballet" philosophy. "Built From Ballet" represents qualities such as discipline, artistry, strength, confidence and connection. However, these values must become more than brand messaging. Customers should be able to understand, experience and personally relate to them through every interaction with DanceWerkz. DanceWerkz also competes with established dancewear, activewear, dance and wellness brands that may have wider product ranges, stronger recognition or existing customer communities. Competing mainly through discounts would weaken DanceWerkz's premium positioning and would be difficult to sustain. Participants to design a six-month Singapore brand ecosystem and customer-growth strategy. Company context: DanceWerkz is a Singapore-founded dancewear and activewear business established in 2022 by ballet dancer and teacher Rachel Chua. Rooted in the philosophy "Built From Ballet," DanceWerkz currently operates as an e-commerce retailer and the Singapore distributor of Spanish dancewear brand Intermezzo. DanceWerkz's longer-term vision is to build an integrated dance, movement and wellness ecosystem connecting apparel, education, community and international distribution.

What you produce

Develop on these three connected campaign concepts: 1. Brand campaign: Builds emotional relevance and strengthens what "Built From Ballet" means to the target market. 2. Conversion campaign: Encourages customers currently purchasing from competitors to try or purchase from DanceWerkz. 3. Retention or community campaign: Gives customers an ongoing reason to return, participate and recommend DanceWerkz. Campaigns may combine multiple concepts. Each campaign should include an in-person or hybrid event component. Possible formats may include movement workshops, community gatherings, product experiences, pop-ups, panel discussions, performance-led activations or other relevant experiences. Social media may be used to build awareness, encourage registration, document the event and continue engagement afterwards, but it should support the campaign rather than constitute the entire campaign.

The commitment

Starts

Wed 7 Oct, 18:00 SGT

Ends

Wed 7 Oct, 22:00 SGT

Time

On site with the company. Enter the room access code below to apply; submissions open through the end time.

You get

A certificate, judge-attested skills on your profile, and the work itself to show