Content Strategy
I love a multi-channel strategy. We spend so much time in the concepting, negotiating and briefing stages, it’s vital the content that comes from it is used to its full potential. Each channel serves its own purpose, and it’s important to think through the customer journey when shaping the communications plan and content strategy.
KAY x Darius Garland
One recent example that comes to mind is KAY’s partnership with NBA All-Star and Cavs starting point guard, Darius Garland. You can find more on that partnership here — or keep reading if you want a quick glance at the content strategy!
We partnered with Darius on TONS of content — an unprecedented amount from an influencer partnership. We created four jewelry looks, which were featured in 25+ stills and six social-first videos. From there, we launched with a full-funnel strategy:
Counter cards in-store speaking to the partnership
Digital signage + videos running on digital screens in-store
Organic social campaign - including collab posts between KAY and Darius
Paid social campaign - refreshed video creative each month
SMS text announcing the launch of the partnership
Press interviews with Forbes and PEOPLE Magazine
My Work with Leanne Barlow
In addition to multi-channel strategies for brands, my work on the influencer side was all about taking one piece of content and making it work harder. Influencers spend so much time and put so much heart into each piece of content they create, so how do we stretch that and meet their followers where they are rather than expecting them to hunt it down?
One example to illustrate this process is @LeanneBarlow’s hair growth routine. This was a hot topic among her followers. She has beautiful hair, and they all want to know the product she used to encourage regrowth after postpartum hair loss — and how she maintains it now. Leanne created a Reel on the topic and then told me her routine on a phone call. From there, I was able to turn that conversation into: