Going from Static Images to Video is a Must when doing Digital Marketing
For the Fall 2017 Brooklyn Cloth brand campaign, it was important that there was a larger focus on creating video content. With Facebook being a larger portion of the digital marketing spend, video is needed to maintain the level of engagement. From Nordstrom's to indie brands Chubbies, video content has become a standard practice and expectation in Digital Marketing.
Testing is key with video. We focused on a longer 1 minute video with a Brand Overview but we also tested product focused videos (The Joggers, Denim, Bombers, and Woven shirts). This allowed us to understand what engagement from the audience is and which content they reacted to more.
Youtube continues to evolve and be a great media to represent the brand. The challenge is to create a strategy to drive audience engagement and have them discover your brand organically.
Going into the holiday season, we will continue to test content and engagement and what the ROI (Return on Investment) in different media channels will be.