Brand Tone

The brand's tone is practical, accessible, and enthusiast-focused. It maintains a dual approach: direct and product-oriented on the website, while being casual, engaging, and relatable on social media platforms like TikTok, incorporating humor and popular trends.

Brand Values

• •Utility and Preparedness
• •Accessibility and Affordability
• •Community Engagement
• •Functionality

Best Practices

• •Lead with Utility: Always start by highlighting what the product does for the customer. Focus on the problem it solves or the activity it enhances (e.g., "Stay dry during winter camping," "Carry all your essentials securely").
• •Speak the Enthusiast's Language: Use terms and reference activities familiar to your audience (e.g., "MOLLE system," "trekking," "airsoft loadout"). This builds credibility and connection.
• •Maintain a Dual Tone: Use a direct, professional, and informative tone on your website product pages and checkout process. On social media (like TikTok), adopt a more casual, humorous, and engaging voice to attract and entertain followers.
• •Incorporate a Clear Call-to-Action (CTA): Every piece of copy should guide the user. Use clear and direct CTAs like "Shop Now," "Discover the Collection," "Gear Up Here," or "Learn More."
• •Localize Your Content: Continue creating content that resonates with a Chilean audience. Mentioning local areas, weather, and popular outdoor spots makes the brand feel more personal and relevant.

Social Perception

The public perception of Ziper, primarily seen through its TikTok audience, is positive and curious. The brand is perceived as trustworthy, responsive to customer inquiries, and relevant by creating content tied to local interests, weather, and hobbies, making it feel in-tune with its target audience.

Copy Examples

• •(For a new Tactical Backpack - Instagram/Facebook Post) Headline: Your Mission, Your Backpack. Body: Ready for anything the day throws at you? The new RX-80 tactical backpack is designed for maximum durability and utility. With MOLLE system compatibility and multiple compartments, it's the only pack you'll need. From the city to the trail, we've got your back. Check it out on Ziper.cl. #TacticalGear #TrekkingChile #Ziper
• •(For a Camping Gear Sale - TikTok Video Script) (Video: Quick cuts of setting up a tent, a portable stove, and a person enjoying coffee in the wilderness) Text Overlay: Weekend forecast: 100% chance of adventure. Caption: Don't let the couch win. All camping gear is 15% off this week only. Tents, sleeping bags, portable stoves... everything you need to escape. Link in bio! #CampingChile #Aventura #SurDeChile #Ziper
• •(For a Website Product Description - Reinforced Trekking Pants) Product Name: Ziper All-Terrain Tactical Pants Description: Engineered for durability and freedom of movement. Our All-Terrain pants are made from a ripstop poly-cotton blend, with reinforced knees and a water-resistant finish. Featuring 8 strategically placed pockets for all your essentials. Whether you're hiking the Andes or on a weekend airsoft mission, these pants won't let you down.
• •(For an Email Newsletter - Highlighting New Arrivals) Subject: Gear Up: New Tactical & Outdoor Equipment Has Landed. Body: Hi [Name], Adventure is calling. We've just stocked up on the latest gear to help you answer. From ultra-bright LED flashlights to new multi-tools and weather-proof jackets, find your next essential piece of equipment at Ziper.cl. Shop New Arrivals >
• •(For a Retargeting Ad - User visited the 'Knives' category) Headline: Still Thinking About It? Body: The perfect blade for your collection or your next adventure is waiting. Quality steel, ergonomic grips, and designs built to last. Don't miss out. Complete your kit at Ziper.cl today.