CASE STUDY

HOBO: PROFITABLE CREATIVE SHIFTS

BACKGROUND

HOBO had an incredible process of photography for its catalogs, wholesale and retail programs. Huge amounts of budget, people power and effort was allocated to it. But it wasn’t translated digitally. A missed opportunity.

My team and I helped them adjust the entire process to create an extensive content library of photography and video that could be reused, edited, reedited to at a fraction of the cost and produce 5x the amount of content.

GOAL

  • Modernize the creative content process by introducing new guidelines, more cooperation between teams, and outlining a bullet-proof digital strategy.

  • More on-brand, cohesive content. Faster. Cheaper. And based on data.

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THE PROCESS

Pillar One:

Produced Content

2-4 times a year the creative production teams & product teams engaged in photoshoots in select locations around the USA.

To take advantage of this effort, we injected into these teams a complimentary shots list and creative requirements that would directly impact social media, website, email, and video formats likes YouTube & TV at minimal extra cost.

Here are some wins:

  1. Data-based: Analyze top products, product trends, market research & trends, creative insights (colors, patterns, model shots vs. product detail shots) and supply fully analysis & insights to the team. This was impactful because it helped inspire the teams.

  2. Operational: As models finished necessary shots, they would move to the secondary videographer to capture content to be edited into short form and larger form video content, on location. This created cohesive content in various formats very quickly.

  3. Increased Content Volume: Production assistants, in-house content creators, and the models themselves were tasked with capture phone content to give a more authentic, less produced feel. Anything from models packing/unpacking the bag, behind-the-scenes footage, selfies and other short-form video for social.

  4. Post-production: Leverage the newly formed content library and implement post-production at scale in a new process. We could pivot quickly and effectively based on market trends and sales.

Pillar Two:

Ad Hoc Content

The HOBO headquarters in Maryland were beautiful, highly designed offices and warehouses. They made the perfect locations for ad-hoc social content production.

Here are some wins:

  1. Founder-based Brand Content: We easily created authentic content of the founder, meetings, and B.T.S. product ideation to demonstrate not only brand backstories but quality of product.

  2. Product Pivots: Based on sales data, product inventory concerns, and organic social media performance, photography and videos could be produced immediately.

  3. Multiply: Paired with the more produced content, the depth of content story telling was poignant.

THE OUTCOME

Paid media, organic social, email, and on-site metrics saw impacts on all metrics and the brand became more cohesive.

10x

Increase ROAS on Ad Spend

+300%

Revenue growth over 24 months

Anecdotally, new products rose to the top to become all-time best sellers thereby transforming revenue & production from that moment forward.

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