A Little Love for Evergreen Product: Reimagining a Classic Product for a New Audience
THE BRIEF:
We have product delays on our new collection, so we need to capture new content of in-stock product that gets the customer excited about it and refreshes the story.
THE GOALS:
Capture enough content to cover 3 weeks of marketing across email, organic social, and website landing pages with a refresh of visuals every week.
Tell a modern story that fits into the brand aesthetic and re-introduces a core product to the audience.
When product delays caused our client to push back a new arrivals campaign, they found themselves with two empty weeks in their marketing calendar. Looking at their product inventory, they had plenty of stock of one of their iconic, evergreen bags, but they hadn’t captured new assets for it in a couple of years, and the storytelling felt outdated.
Without having a ton of budget for an extra shoot, and a tight turnaround to get these assets out the door , we were able to capture plenty of content to cover site landing pages, multiple emails, and three weeks worth of social content to create a mini-campaign for a much-loved bag that felt modern and fresh to the customer and introduced a new segment of customers to an iconic piece from the brand.