Showing Them How to Wear It: Expanding Diversity and Lifestyle in Brand Storytelling
THE BRIEF:
We want to show our product on more body types and real people to connect more authentically with our customer and drive conversion.
THE GOALS:
Capture content that works across site experience, organic social, paid social, and email
Expand our casting efforts to include more body types and skin tones
Create a sustainable process to create high volumes of content on a variety of people for monthly refreshes
“They buy what we show them,” was a mantra of one client’s merchandising team. They had the data that told them that the more content they shared of clothing being worn in different ways, by different people, the more they sold. Items that were styled in different ways on 3-4 different people outperformed items that were only shot for ecommerce or on the campaign.
That volume of content can get expensive to produce, but we created a production workflow where we maximized the amount of content we captured in a day that felt and looked different. In other words, we captured multiple unique editorial stories in one day, giving the brand a month’s worth of content across editorial, social, and email in one shoot. We cast brand employees styling the clothes for different moments of their lives, showing the customers more diversity in body types and skin tones, and giving them a truer sense of how the pieces would work in their lives.
This content worked as supplemental editorial content that lived beautifully alongside high-level brand campaigns and ecommerce imagery across all brand channels.