CAMILLE BRINCH Case Written

The results created for Camille Brinch are the result of close collaboration. But equally an insanely skilled team on Camille Brinch's side of the table, who execute on what we present and at the same time challenge us with good input.

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The key elements of reversing a downward trend into steady growth boil down to four things:

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1. Full-funnel KPI & Attribution: We control for leading KPIs like incremental reach, followers, leads and wants before looking at conversions. In addition, we implemented Triple Whale to improve attribution and get a more fair view of what actually creates demand, and not just captures it.
2. Shift focus from product-features < lifestyle: Instead of communicating primarily on product features and USPs, we shifted our focus to lifestyle and people that the target audience can reflect on. This made it easier to reach new audiences and elevate the brand's relevance in a more mature market where everyone claims their products do something special.
3. Executing brand vision through content strategy & budget management: In addition to setting leading KPIs, we prioritized more budget for creatives that target people who do not already know Camille Brinch. It lowered the price of buying a new customer.
4. Content Pillars: We went from one primary content pillar to three fixed content pillars, so we could increase volume, variety and reach without compromising brand expression:
   • Creators: We scaled up creators significantly to create continuous, authentic content in the right environments and with the right personas.
   • Videographer: We produced hero campaigns focusing on storytelling, environment and music.
   • Inhouse Someone Team: When we shoot larger campaigns, we already have models, locations and setup in place. The SoMe team takes full advantage of this by producing iPhone content that typically creates significantly more reach than the hero video alone.