What'S New In Gant'S Content Marketing?

Gant's video content marketing case, Couple Thinkers

According to the world clothing shoes and hats net, in recent years,

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There are more and more cases of content marketing in the way of microfilm and short video. However, looking at it, there are only a few formalistic people who are empty in content.

Recently, the fashion brand positioning American elite.

But he made a series of short films similar to American TV series to prove that this is actually an era of content and kings.

This short film is called Couple Thinkers. The whole content has some sitcom style.

The film will open the dialogue between husband Craig Ferguson and his wife Megan to see what couples are talking about at night.

According to the introduction, their conversation is not just about tea, but also focusing on social affairs, such as from environmental protection to mental illness, technological development to cultural differences.

The proposition is grand, which is not inferior to the game of the two thinkers.

The director sent the couple to travel around the world and interviewed countless cattle, including media celebrities Arianna Huffington, entrepreneur Kimbal Musk, scientists Daisy Robinton, producer Jon Ronson, author Jo Nesbo, etc.

The play will be broadcast in October 9th, and users can watch it through YouTube.

The whole plan looks quite like an American drama. It's hard to believe that the main support behind it is a marketing campaign for fashion brands.

"The normal way of advertising interrupts what people are interested in, and we want to adapt to their preferences."

Gant global marketing officer Eleonore Sall said.

Let's briefly analyze the beauty of Gant's marketing. First, it is a series of six episodes. Each episode of 30 minutes, each fresh content is a strengthening and updating of the brand image.

Unlike traditional advertisements, consumers are less likely to produce repetitive information and feel bored with this form of content. Instead, they expect new content, while the continuity of TV dramatize can deepen consumers' emotional perception of advertisers.

Moreover, starting from the positioning of Gant, the couple thinker shows a more vivid and realistic picture of the American elite family life.

People's lives are not only superficial, but also deep dialogue and wide circle of people.

By contrast, traditional advertising, which is entirely dominated by clothing or slogans, is much inferior.

Husband and wife thinker also shows the importance of brand to content production and operation nowadays.

It is reported that this idea began in 2015, Gant and the French public relations company BETC collaborated with the first marketing film for the global market, and achieved good market feedback, so that Gant realized the importance of content.

Sall said: "we want to continue to create content that inspires people's learning ability, and even change their life plan."

Of course, the effectiveness of all these depends on the specific level of production.

But for Gant, the marketing bet is pretty big.

According to Glossy, the fashion industry media, this is the biggest marketing campaign for brands, and more money is invested.

Therefore, the board members of the company placed high expectations on it.

However, Gant has found that people in social media have created the topic of "couples thinkers".

But for Gant to create her own Internet reputation through this episode, Sall is more contradictory. She thinks she can hold an open mind first.

At present, only 20% of Gant's advertising budget is used in non digital channels such as MTR stations and magazines. The episode will be broadcast in 70 countries, and will also be shown on Facebook and Instagram.

More interesting reports, please pay attention to the world clothing shoes and hats net.