Case study: DSW
Redefining the retail experience with a strategic approach to content and creative follow-through.
When you sell other people’s brands, how do you make your own?
Insight and Solution
Retail customers crave meaningful and consistent content on their own terms and will trust brands who put in the effort to curate and educate. Our team developed an intentional approach to telling the brand story, where to tell it, and how. Guided by a strategic content framework we defined and articulated the communication style and content on DSW’s owned and external channels. Concurrent with the omni-channel strategy and website redesign, content and social media agency of record for DSW who handled all content strategy and planning, seasonal ideation, paid social, content strategy, stories and photo/video production for Facebook, Instagram, Snapchat, Twitter and YouTube.
Key Clients: Sr. Director, Marketing Strategy,Social Media and Content Manager
Core Competencies: Brand development, communication strategy, change management, content creation - including photography, illustration, animation and copy writing, social media strategy and measurement.
My Role: Though this brand is all about footwear, it allowed me to wear many hats. I collaborated closely with our strategy team leads, and served as a bridge to interpret and execute our framework by leading teams to create successful video, image, and copy on a variety of channels.
Performance Highlights
↑3%
3% follower growth on Facebook YoY with +8% increase in engagement rate
↑140%
140% follower growth on Instagram YoY with +19% increase in engagement rate
↑430%
430% follower growth on
YouTube YoY.
Behind the scenes footage from one of our weekly studio sessions. Content was created according to defined Storylines for a variety of brand channels.
Content creation was integrated with DSW live events. To create authentic and personalized content, our team developed interactive ways to build brand equity and relationship storyline content.