John Brown was tasked to produce the Winter ’16 campaign for Edgars, historically produced by an advertising agency. The objective was to achieve a fully integrated approach to W16 fashion content. It was vital to ensure there was a distinct differentiation from competitors’ campaigns and that Edgars developed its own identity through the campaign creative.
Through our ‘content hub’ approach, we produced content for print and digital execution over a 10-day period on location in Johannesburg. We produced 162 images, four TV commercials, four behind-the-scenes videos, three fashion tutorial videos and eight 30-second video cut-downs for social media. This content was used for the ATL print campaigns, Club magazine covers, visuals for use on the Edgars website, newsletters, social media, TV commercials, in-store visual merchandising and POS.
Using this omni-channel approach to content production, we achieved a 36% saving on content production for Edgars and ensured a consistent tone of voice throughout all brand communication, working closely with the ATL agency. The campaign images were so well received that Edgars Club magazine was printed with four different covers for the April 2016 issue, encouraging readers to purchase the one cover look that resonated with them the most.
Using this omni-channel approach to content production, we achieved a 36% saving on content production for Edgars and ensured a consistent tone of voice throughout all brand communication, working closely with the ATL agency.
More than 65 social media posts were produced and there were 5400 interactions from the Edgars community on various social channels. We produced content for the magazine, in-store, social media and Edgars website, ensuring greater cost efficiencies.