How do you sell an Elephant? One Step at a Time.

Social media is saturated with fashion brands. There is a reason; the return is potentially ridiculous versus traditional marketing placement. A great social media campaign that acts like authentic social media can bring in swarms of new customers and elevate brands into overnight juggernauts.

Authentic is the key word here. Make it sound or look too much like an ad, and you get swiped faster than a player’s card at a Vegas casino. My approach is that I work with brands that I have a personal connection with. The angle is that my audience is a lot like me, so my content is something they would have loved to produce. When it came to Jim Green Boots, this was frankly an easy lift. A boot designed for African Rangers, that has a powerful philanthropic origin story and a truly supreme product made sharing this traveller-geared content about as easy as it gets.

The key to making this an evergreen campaign is variety. Most creators stop at the fashion video or unboxing phase. These shoes demand more, which is why I produced 5 unique stand-alone pieces that build off each other. They stretch the gamut from review, to case-study, to fashion film, to even a bit of poetry. The way this works is that instead of seeing the same UGC content in your feed, you see multiple pieces that are branded, but never the same. This echoes a chorus, not just a single note in your audience’s head, creating a tune that they will be singing long after they put their phone down. Basic Psych 101 I’m afraid, but no one goes to college any more, and something that makes other brands come running.