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Let’s start with About Blank and there’s two content formats there hitting to perfection:
1. vignette carousels - these are single scenes that could exist in a movie but showcase the collection and lifestyle the collection should exist within
2. production/inspiration videos and carousels - some are 5-10 scene montage videos that bring you behind the story and into their minds while the carousels showcase different micromoments from the founders and businesses pov.
Then you’ve got house of errors which is dialed on all fronts but one of the best things they do is create familiarity by always shoting a majority of their content infront of this cherry timber wood wall
From the vignettes, to the product focused shots, or even character focused look books - it all has the same look which is great when you need to stop a fans scroll
#brandmarketing #growthmarketing #contentmarketingstrategy
Transcript
Is good content. Versus bad content, menswear. So first is about rank, and there's two content formats that they're hitting to perfection. The first is vignette carousels, and these are single scenes that feel like they could exist within a movie, but they showcase the collection and the lifestyle style that the collection should exist within. Then you've got production and inspiration videos and carousels. Some are five to 10 shot videos like this that bring you into the story and into their minds, while the carousels showcase different micro moments from the founders and the businesses POV. Then you've got worse of errors, and they're dialed on all fronts. But one of the best things that they do is they create familiarity by shooting the majority of their content in front of this cherry tier good wall from the vignettes to the product focus shots or the character lookbooks. It all has the same look, the same backdrop and aesthetic, which is key when you're trying to stop a fan's scroll. Then it's here. And the biggest thing is when something's not working, don't continue doing it. Like this format, clearly doesn't work, but it's what they continue to scale worse quick lookbooks or the creative director showcasing different fabrics and the quality. All easy to create formats that would perform a lot better than this.
