annie martineau is analog studio
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The Content Strategy

This is a story of an american summer throwback

a solid content strategy yields purpose.

for a brand in any competitive market these days, a brand story must depend relentlessly on answering "the why" - why are we saying this, why is it important, why do we do what we do. A solid content strategy could take two weeks or two months, depending on brand objective at hand. In any case, this tool is a bridge-builder with any client relationship. Some of the most successful content strategies in my experience are ones in which there is heavy collaboration between the creative director and client. The example below is a content strategy that my team developed in collaboration with our Naturalizer in-house client. We identified a need within the brand for new consumer acquisition to show a real face and a real voice for our marketing tactics. We proposed a multi-channel strategy to feature Angelique, lead product designer, as a way to connect in a personal way and provide style perspective for seasonal product as well as key brand differentiators.