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The brand even ingeniously anticipated the controversy they would court using model (and kick boxer) Gisele Bündchen in the campaign. In the video she boxes the shit out of a punching bag with angry (and some encouraging) UA fan tweets lighting up behind her - seemingly goading her on to fight faster and harder. This keeps in line with the theme of overcoming criticism and adversity - while knocking it on it’s head with a UGC component.
$410 million in North American women's apparel sales in 2014
$410 MILLION
In the first week of the campaign the "IWILLWHATIWANT" hashtag generated over 3,100 tweets, 4.2 million YouTube views, and over 1,600 likes on Instagram
UA was named "Marketer of the Year" by AdAge and was named one of the 10 Best Ads of 2014 by AdWeek
The IWILLWHATIWANT campaign so far has generated 10.8 million YouTube views
All images and video courtesy of Under Armour
The campaign includes the launch of a new mobile experience via IWILLWHATIWANT.com, available for digital devices that serves as a community platform for women to track, analyze, and share their fitness and athletic lifestyle. Featuring tips from Vonn, Copeland, O'Hara, Stephens and other athletes as well as fans, the site encourages women to pursue their athletic goals, dotted with tasteful CTAs.
The fierce and flawless I Will What I Want campaign features world champion downhill skier Lindsey Vonn, American Ballet Theatre® soloist Misty Copeland, and US Women's National Soccer Team standout Kelley O'Hara, telling the stories of the challenges they had to overcome and continue to face in their respective fields.
Sarah Thompson, CEO, Droga5
What can you learn from this iconic brand, besides stick with what works? Chanel relies to their brand identity above all - exclusive, elusive, consistent, and constantly recognizable.
Chanel’s official Instagram account has 2.2 million followers, and like their Twitter account, boasting 5.81 million followers, follows no one. Chanel recently teased out it's new campaign, "The One That I Want," across their social channels - the final product receiving over 9.2M views on YouTube, over 26,000 retweets and favorites on Twitter, and over 344,000 likes and shares on Facebook.
Content is the core of any strong digital marketing strategy, and a strong narrative is the foundation of all good content. Not only has Chanel managed to ramp up engagement with the development of their highly interactive, commerce-driven website, it has astutely leveraged the modernist philosophy of its creator, Ms. Coco Chanel.
Ranked #79 on Forbes' "Most Valuable Brands" list
9.2 million YouTube views for "The One That I Want" campaign
23.2 million total social media followers
6.2 million views to their YouTube channel every month
Mickey Alam Khan, Editor-in-Chief of Luxury Daily
All images and video courtesy of Chanel
stories not only of the creators who make their products, but personal stories about the pursuit of their mission as a company as well. The co-founders share from their personal accounts in addition to the Zady account, blurring the line between purveyor and trusted girlfriend. “Maxine and I take to social media ourselves,” Darabi, who has 398,000 Twitter followers, told the WSJ.
Zady’s site features not only rich, magazine-quality storytelling but also interactive features about their products - like their “Origins” page that illustrates the history and craftsmanship of their offerings. On social media the brand excels with gorgeous photography and posts that encourage return visits. Their content has an overwhelming feeling of familiarity as they share
Fast Company once wrote, “She’s earned a reputation among the digerati as someone who intuitively, if not effortlessly, understands where all this social media stuff is going.” Co-founder Maxine Bédat is the founder of nonprofit The Bootstrap Project, which helps crafters living in poverty sell their art on a global scale.
Zady - A slow-fashion company intent on eliminating harm from the industry was founded by some pretty incredible ladies. Soraya Darabi’s resume includes managing digital partnerships and social marketing at The New York Times in addition to founding Foodspotting.
Maxine Bédat Co-founder
11,600 followers on their gorgeously curated Instagram
1 mega-impactful WSJ ad that laid the groundwork for the company's social mission
25,000 new email subscribers per month
25 THOUSAND
$1.4 million in funding after 2.5 years in business
All images and video courtesy of Zady
The Nasty Gal narrative is weaved into its blog content. When you’re coming up with a content marketing strategy, it helps to know what you’re trying to say. Figuring out the unique message that will resonate with customers is the best jumping off point for any content campaign.
The site’s blog includes the Nasty Gal hashtag, #GIRLBOSS (which is also the title of Amoruso’s book) wherever it can. It features profiles of women working in the fashion world under its beauty and style “Role Model” sections, as well as interviews and photo shoots with powerful women and what they have in their closets.
“I want to make girls smarter and to create a community that can have conversations,” Amoruso told The Telegraph. “My customers are curious about the world; they know that Nasty Gal is about making your life more than the sum of its parts. It’s not enough that girls are supposed to only be into fashion and that’s it.”
Online retailer Nasty Gal has seen a quick rise to the top. In 2012, six years after Sophia Amoruso started the company, it raked in almost $100 million in profits. Aside from offering distinct clothing and accessories to its customers, the brand produces content that seamlessly ties into its products and culture. Nasty Gal’s message is one of female empowerment and discovery.
Ranked #11 on Inc.'s list of "Fastest Growing Companies"
1.4 million dedicated NastyGal Instagram followers
Nearly 1.2 million Facebook followers
2.1 million views on their diverse YouTube channel
All images and video courtesy of Nasty Gal
Sophia Amaruso Founder
Not only did real-time shoppers get the first look, they also got the chance to shop the new collection moments before they became available to the general public. Make your fans feel special and they will be sure to return the favor. There are always new ways to use existing tools.
Within 30 minutes of the show, there were 50,000 views and #Tweetwalk and #ChristopherBailey trended on Twitter. Sneak peeks do wonders to rile up excitement, especially when fans are made to feel just as important as the star-studded front row audience of live catwalk shows.
With 18 million likes, Burberry is one of the most followed brands of its kind on Facebook and has definitely made its presence felt on other platforms as well, especially Twitter. In a fashion first, Burberry launched Tweetwalk in 2011 (now a highly anticipated online event), sharing its newest looks before they made their way down the catwalk, and streaming the images to 25 stores across the world.
1.6 million monthly views on their YouTube channel
3.53 million followers on Twitter
2.5 million followers on Instagram
18 million likes on Facebook
All images and video courtesy of Burberry
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Sarah Manley, CMO
The only difference is that the print publication is directly shoppable through the app. The 300 page magazine was not only high-level fashion but also features on a variety of topics interesting to the cosmopolitan woman. The “Porter” magazine sold for $10 and was available on global news stands or via subscription. Net-A-Porter plans to release it bi-quarterly and it continues to feature shoppable app technology.
Net-A-Porter also does extensive : they learned from their 7,000-strong customer panel, that despite the industry move toward digital, their customers still bought four or five fashion magazines every month. In the last two years, Massenet launched digital publication “The Edit,” a magazine that goes to 1.5m customers a week, and “Porter” magazine, lauded for being on par with Vogue or Glamour.
When Natalie Massenet founded the site fifteen years ago, she wanted to create a “fashion magazine of the future,” offering readers an effortless path from fashion inspiration to ownership. Massenet turned that dream into a reality by hiring top talent like former Condé Nast Creative Director Robin Derrick, Tess Macleod-Smith, former Publishing Director for Esquire and Harper’s Bazaar, Lucy Yeomans.
“People always say to me, ‘You’ve really strived to redefine retail,’” Founder Natalie Massenet told magazine 032c, “But the reality is I wanted to redefine magazines.”
Net-A-Porter’s success is an underdog story: an online retailer (one of the first of its kind) launched in the midst of the dotcom bust with little investment to speak of. Today, Net-A-Porter is worth an estimated 3.4 billion dollars. How did they get there? By putting content first.
6 million digital publication visitors to "The Edit" each month
9.9 million total views on their YouTube channel
400,000 magazine copies of "Porter" printed in the first run
60 countries where "Porter" was available in that first run (Vogue)
All images and video courtesy of Net-A-Porter
Natalie Massenet (WSJ) Founder
Trusting your audience with that level of responsibility is something that people really respond to. According to Jennifer Roebuck, the brand’s former Multichannel Marketing Director, the project reached about 1.3 million fans. It just goes to show how eager fashion fans are for fun, engaging projects like this one.
Users were provided with a vast but easy-to-use selection of pre-filmed clips, copyright-free music, and other media to mix and match in creating their own unique advertisements. Instagram-like filters and select genres like romance or noir were available for an even more personalized touch and total creative control.
Everyday shoppers may not be model material, but they still like to be in on the action. FCUK gave them that chance for their Spring/Summer 2013 collection with the "Make a Scene" campaign, which allowed fans to “direct” their own video ads in hopes of winning a trip to Sydney along with some cash for a shopping spree.
former Multichannel Marketing Director Jennifer Roebuck, CMO.com
1.3 million fans engaged in the "Make a Scene" campaign
Nearly 40 thousand followers on Twitter
58.6 thousand followers on Instagram
Over 388 thousand Facebook likes
All images and video courtesy of FCUK
This collaboration not only creates gorgeous video campaigns for the fashion brand but also introduces Neistat’s younger, Gen Y audience to a brand with a slightly older audience. With over 710K views on YouTube, the teaser video for the campaign is by far the most popular on J.Crew’s channel.
The peak of J.Crew’s video strategy is their collaboration with beloved social media and brand personality extraordinaire Casey Neistat. To feature their new suit, Neistat created a signature high-energy, off-the-wall, first-person video of “How To Travel” - all of course while wearing the new J.Crew Ludlow Traveller suit.
J.Crew has a consistently amazing content strategy, between their employee style guides, data-driven social engagement, interviews, and features offering the history of their more vintage-styled products. But they really take the cake with their video series which features everything from documentary-style interviews with employees and designers to featurettes on their experiential marketing efforts.
$2.2 million in revenue in 2013
752 thousand followers on Instagram
Over 4 million views on their YouTube channel
319 thousand followers on Twitter
All images and video courtesy of J.Crew
Casey Neistat in New York Magazine
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