Wipfel Nest
by NIKIN.
A brand and a launch campaign for a product that does not exist yet: treehouse hotels by NIKIN. Created in the Brand Management focus course at ZHAW.
BrandNIKIN (assigned brief)
SettingBrand Management focus course, ZHAW, fall 2026
TeamAntonia Laubscher, Anna Sophia Steiger, Demir Durmaz
My roleLaunch campaign and marketing funnel
Brand
Why “…by NIKIN”?
First, we looked at the brand architecture. A corporate brand or sub-brand would have been riskier and too far away from the core business. A completely new brand would be unnecessary, because NIKIN already has exactly the right strengths: sustainability and outdoors. After all, NIKIN is one of the top 5 sustainable brands in Switzerland.
So we chose an endorsed brand. That comes with several benefits:
Lower risk if things go wrong early onShared values build credibilityAccess to the NIKIN communityPositive spillover onto NIKINLink to the trees NIKIN plants
Name and identity
WIPFEL NEST by NIKIN
The brand decision led to the name WIPFEL NEST by NIKIN, with the claim “…stay up in the trees.”
For the identity, we created a small design manual: Neue Haas Grotesk Display for the logo, Bree Serif for headlines and Inter for body text. Plus a colour palette of forest green, wood and warm natural tones.
#1F3D2C#8C5A3F#EFE6D8#C97D3D
Target group
Who is it for?
Our target group is between 25 and 35 years old, lives in the DACH region and has a middle to high income. They care about sustainability, are adventurous and love being outdoors. They value quality but not luxury, and prefer functional, comfortable clothing.
Our persona is Lena Meier, 28, a primary school teacher from Bern:
“I want to discover the world, but also help protect it.”
Product and values
A nest in the trees
The treehouses, which we call nests, are built on trees planted by NIKIN. Adventurous, yet comfortable, with high-quality furnishings and a real guest experience. From this, we derived three values for the campaign:
Nature“I am truly outside, up close.”
Adventure“More than a regular hotel, I experience something.”
Quality“No compromise on a comfortable bed, design and comfort.”
My role
The launch campaign
I was responsible for the launch. I planned the campaign along the stages of the marketing funnel: from first awareness to booking and the opening of the nests. You can find all five stages right below.
My role
The launch campaign in five stages
Each stage has a goal that can be phrased as a thought of the target group. Plus the matching channels, media and measures.
Awareness“WIPFEL NEST by NIKIN is a treehouse hotel”
ChannelsSocial media, out-of-home, PR
MediaInstagram (paid post), TikTok, OOH poster, Swiss lifestyle media
MeasuresLaunch reel “What is WIPFEL NEST by NIKIN?”, poster campaign, press release to lifestyle titles such as Bellevue
Interest“WIPFEL NEST by NIKIN offers a unique outdoor experience”
ChannelsSocial media, influencer marketing, PR
MediaInstagram, LinkedIn, TikTok, influencer posts, Swiss trade media
MeasuresReels and typo posts on “Why a treehouse hotel?”, including LinkedIn posts by the NIKIN founder, one night for an outdoor influencer, press release to trade media such as DAS WANDERN
Consideration“Maybe a hotel like this is something for an adventurer like me”
ChannelsOwned, earned and social media
MediaWebsite and newsletter, review platforms, Instagram, TikTok
MeasuresBehind-the-scenes blog posts with storytelling, reviews via platforms and influencers, detailed posts about the nests and surroundings
Booking“I want to book a nest in the trees”
ChannelsOwned media, paid distribution
MediaWebsite and newsletter, Booking.com and Airbnb
MeasuresDirect booking incentives such as offers and extras, featured placement with storytelling in the listing
Brand activation“I want to be among the first to experience WIPFEL NEST by NIKIN”
ChannelsNIKIN social and owned media
MediaInstagram, LinkedIn, TikTok, website and newsletter
MeasuresOpening of the nests with a free hike and overnight stay, raffled through a social media contest with a NIKIN outfit challenge
The poster
For the poster campaign in the awareness stage, we created a key visual that explains the idea in one sentence: every nest stands on a tree planted by NIKIN.
Shown here as a simplified recreation. You can find the original in the pitch (German).
Campaign key visual
Dein Nest auf
Baum Nr. 3’467.
WIPFEL NEST by NIKIN
The feedback
Very positive feedback from NIKIN founder Nicholas Hänny.
He attended our pitch and gave us direct feedback. The only thing he questioned was whether treehouse hotels are feasible. However, the product was assigned to us as part of the brief.
Next project
Better Call Raiffeisen
Let’s talk.
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