The story behind the brand: Our multichannel eCommerce campaign 2025

Hello world, we have a brand new campaign!

You may have spotted our videos, ads, and posts on our social channels or the website but either way, we’re excited to share that our brand awareness campaign is out!

Before we dive into the story behind this campaign, here’s a refresher about what we do here at Channable.

In case you don’t know us yet, we’re a multichannel platform for eCommerce, helping you sell online on multiple platforms. Instead of spending hours tweaking ads or fixing product listings, you get a powerful, all-in-one platform that does the heavy lifting for you.

Over the years, we’ve been working with tens of thousands of customers, including top retailers and agencies around the world, helping them list, advertise, and optimize billions of products across channels and teams.

The best part? Our platform works across all your favorite channels—Google Shopping, Amazon, and Facebook—plus many more, so you can reach the right audience without the usual hassle.

Communicating a complex concept with clarity

It’s not news that eCommerce is fast, competitive, and—let’s be honest—a little overwhelming. And even if our mission is simple: to help you grow smarter, sell more, and spend less time on the boring stuff, we know the complexities that are behind our category.

As Channable kept evolving with automation and AI-powered tools, our positioning wasn’t truly reflecting who we are: a global company that evolved from feed management to a full-fledged multichannel platform for eCommerce, transforming how online marketers approach eCommerce marketing and digital campaigns at scale.

Anne van der Kammen, Senior Product Marketing Manager said, “As we’ve grown alongside our customers, it became clear that our original positioning no longer fully reflected Channable’s capabilities.”

“Through extensive customer research and feedback, we refined our messaging to better showcase who we are today and why businesses trust us. Seeing this evolution come to life in such a creative and engaging way is incredibly rewarding," added Anne.

Beyond the complexity of our current operations and market positioning, we also wanted to expand the reach of our message and influence on a broader scale. While we are proud to be recognized as a leader in the Benelux region and are experiencing rapid growth in key European markets, we believe there are untapped opportunities beyond these borders.

With this vision, we are strategically exploring ways to increase our global footprint, ensuring that our message resonates with audiences who can benefit from our innovative solutions and expertise.

Channable & FutureFrank: Shaping a unique narrative

With these challenges in mind, our goal was to create a campaign that expands how you think about Channable—not just as a feed management tool, but as the ultimate automation solution for eCommerce growth.

We often describe Channable as a smart automation engine—powerful, flexible, and built to adapt to any business. But distilling that into a campaign? Not so easy.

With the help of our creative partner, FutureFrank, we explored several ideas, refining and iterating for months to land on something that truly captures what Channable is all about using a unique creative narrative that tells our story in a fun, playful way.

Diving into the creative process, we know that great taglines do more than describe a product—they capture a feeling, an ambition, a promise.

Consider Apple’s “Think different.”—it’s not just about computers; it’s about innovation and changing the world. Or Nike’s “Just do it”; it isn’t about shoes—it’s about pushing past limits.

For this campaign, our tagline “More channels. More manageable. Channable” was meant to pose the question “What if… one platform could simplify all your eCommerce workflows?” In the end, we’re all about making eCommerce effortless. So, how do we capture that in just a few words? That was the challenge—and the opportunity.

Beyond the tagline itself, we also chose a playful tone of voice, something relatable that speaks directly of our customers’ challenges.

We recognize the importance of tracking campaign data, checking insights, working smartly from an all-in-one-platform, segmentation – all these elements are weaved into our story and character dialogue.

You can see this essence reflected in our videos but also on the story we tell about Anne, our fictional eCommerce Manager or Ewa, our hands-on Performance Marketer.

Today, we are proud to say that our campaign is more than just this tagline—it’s a mindset.

“More channels. More manageable. Channable" is about helping businesses turn complexity into growth, effortlessly. It’s a story that meets the needs of our customers (both tool users and managers overseeing the strategy).

That’s where Danny Sangra (Writer/Director) came in. With his unique sense of humor—sharp, elevated, and deliberate, he helped create a story that represented our message in a thoughtful, humane, and relatable way.

“With his thoughtful art direction and carefully considered camera movements, Danny brought the comedy to life in a way that felt smart, fresh, and universal.” - Miguel Teixeira, Global Executive Producer & Founder at FutureFrank.

Building a brand for the future

We’ve always understood the importance of investing in our brand, knowing that it’s not just about the product itself, but the experience we create for our customers.

We’ve embraced three core values that shape our brand and want to continue crafting experiences that embody them:

• Knowledgeable: We know that credibility and trust are built on expertise. By staying informed about the unique needs of eCommerce businesses and marketers, we provide practical and reliable content, ensuring our customers can always count on us.

• Empathetic: Our brand speaks to the heart of what our customers care about. We listen to their challenges, offer practical solutions, and connect with them through stories and content that resonate.

• Carefree: We want to simplify complex tasks and provide straightforward solutions. Our friendly, creative spirit ensures that our customers feel confident and supported, knowing they can trust us to make their lives easier.

These values are the foundation of our brand, guiding our relationships and fuelling long-term growth with a brand that feels both professional and approachable.

With this in mind, we’ll let our campaign speak for itself and we invite you to follow our space for interviews, customer stories, quizzes, and more.

If you’re curious how all of this inspiration came together and was translated visually into our messaging, take a look and explore the world of multichannel eCommerce for yourself in our main video below: