Recommendations for Brooks Brothers Video Strategy
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A video content strategy should take advantage of the opportunity social media allows companies to tell stories. YouTube is not limited by the thirty-second time constraint of a TV commercial, so companies can use YouTube to fully explain products or build an emotional connection with visitors. That said, entertaining 30-second spots are effective at attracting visitors. In this content strategy recommendation, I examined how Brooks Brothers was approaching video in 2011 and recommended some future initiatives.
Recommendations for Brooks Brothers Video Strategy
- 1. Initial Storytelling Recommendations Focus on Videos - Javier J. Cobo
- 2. Brand Statement ≒ Brooks Brothers is about capturing the American Dream. That includes: Feeling you have achieved success. Seeing your family happy and secure. Finding love. Sharing your bounty with long held friends. ConnecAng to previous and future generaAons. Experiencing sublime comfort and joy.
- 3. Primary Target Customers* ≒ A鍖uent $100K+ households ≒ Segment 1: Men 25 50 for dress shirts and pants**. Shop for quality and in store experience. Best targeted at their workplace and reinforcing messaging in store. Want their purchase to make them feel respected in the workplace. ≒ Segment 2: Married Women 30 55 purchasing for themselves, their husbands/ fathers/brothers, and their children Seeking an American Dream family. Value unique experiences, a sophisAcated aestheAc, and a historic brand thats Aed to their experience today. ≒ Segment 3: Single Men and Women 24 35 Busy building career and daAng. Seeking no stress way to signal success, pedigree, and sophisAcaAon. ≒ RecommendaAons in this deck focus on segments 1 & 3.
- 4. Analysis: Current Videos ≒ Videos are moving catalogues featuring models. Featuring characters/people with wants and dreams drives greater engagement. ≒ Stories are disjointed. Viewer is unable to connect and so is unable to aspire to what is presented. ≒ Videos should be less about illustraAng the clothes and more about illuminaAng the Brooks Brothers experience. Actual fan comment that illustrates whats missing.
- 5. Recommendation 1. CreaAng more personal, engaging, story driven content that especially targets segment 3 (25-足35), but also touches married women. 2. HighlighAng Brooks Brothers heritage while tying it to the present. Target for these videos is segment 1 (business-足wear customer), while also touching single men & women. Communicate Brooks Brothers Dream/AspiraAon more e鍖ecAvely by:
- 6. Engaging Content: Burberry Acoustic ≒ Burberry is not seeking to tell a story, but merely present itself as edgy and sophisAcated. ≒ Their content features their clothes, dreary/earthy/cool UK sebngs and engaging music. ≒ Music themes drive conversaAons online and draws in younger customers.
- 7. Story Driven Content: Tiffany ≒ Ti鍖any features mulAtudes of videos, but some of their most viewed feature stories that accentuate their story of LOVE and GIFTING. ≒ At holiday they told a silent video story of a beauAful proposal full of aspiraAon and dreams. ≒ Their current True Love Grows video is simple yet is e鍖ecAve because it conveys a single story.
- 8. Highlighting Heritage: Chanel ≒ Chanel regularly features classic looks, but Aes them to current, relevant celebriAes and events. ≒ Videos are highly arAsAc and visually spectacular. ≒ Viewers want to be a part of the spectacle in some way.
- 9. Content Ideas: Brooks Brothers ≒ O鍖er grants to Independent 鍖lm makers (or more seasoned ones) to create videos around speci鍖c themes like: Finding love The American Dream aier 2nd GeneraAon* Sublime joy and simple comfort Videos feature Brooks Brothers clothing and sebngs and should be posiAve/ upbeat. ≒ Feature a Timeless Classic as part of an in store or PR event. Pull in historic images (Presidents, celebriAes, leading businessmen of their Ame) juxtaposed with images from today. Tie together images and narraAve to communicate why these pieces are Ameless and answer the need to feel powerful/respected in the workplace.