I thought I’d take a little time out from the Visibility series to write about a brilliant visibility campaign. I think it’s an example to any marketer out there of what is achievable when commercial content strategy is executed with flair and creativity.
I first became aware of Bellroy through a display campaign (I think via Facebook, although I can’t remember exactly). I suffer from ‘big bulky wallet’ syndrome and so my interest was piqued when I saw an ad promising to magically reduce the thickness of my wallet. I clicked on the ad and landed on one of the best landing pages I’ve ever seen.
The branding is aesthetically appealing; the page feels lightweight, well designed, and has an artisanal look that indicates care and consideration, both things that I look for as signs of quality in the products I buy.
The tone of the copy is light-hearted and humorous, while the parallax design of the page says to me that this is a modern company that knows what it’s doing in the digital sphere – something else that I admire.
There is interactive functionality: a moveable slider that shows how Bellroy can help you become a ‘slim ninja’, which is fun and playful. This is accompanied by simple a photo gallery showing product detail. There’s even a ‘hall of shame’ where users with particularly outrageously over-stuffed wallets can upload photos of their own.
It finally leads you to a product selection choice that gives you options and leads you straight to purchase.
By the time I got to this point I was sold. I loved Bellroy, and I wanted one of their wallets.
A new breed of content (again)
I’ve already talked about how there is a new breed of content emerging and this is a prime example. What is it? It’s kind of an interactive infographic but it’s also a magnificent landing page – as I said, I was sold by the time I got to the product selection.
It’s a standalone piece of content in and of itself that’s a great introduction to the brand, selling the benefits of Bellroy’s approach and the brand’s point of difference from its competitors in a way that not only feels natural, but is also a piece of marketing that I actively enjoy and want to interact with.
It’s brilliantly executed.
Remarketing and cementing the awareness
Although I knew I wanted a Bellroy from my first interaction, I didn’t purchase. We’re saving for a house and I didn’t have £65 to spend on a wallet at that point in time. So I went off and made my merry way around the internet.
This is where remarketing worked its magic. Bellroy continued to pop up as I moved around, from Facebook to The Guardian and any number of sites I regularly visited.
I didn’t mind, because I liked Bellroy, and in fact one day when I had 5 minutes to kill waiting for a conference call I clicked on one of their ads again: a prime example of the benefits of supporting content with promotional spend across a range of digital channels.
This is when I got further immersed into the Bellroy content universe.
Product pages that sing
E-commerce product pages are all the same, right? You get a standard shot of a product, you can maybe choose a couple of angles, or do a 360 degree revolve if you’re lucky.
Well, you’ve probably guessed by now that Bellroy do things differently. You get your standard product shot, of course:
But for a start every single product has its own video, all made in the same house style that adds to the brand personality. It’s a jumpy, stop-motion effect that shows how the product works in detail.
Making the most of parallax scrolling there are great product detail shots further down the page that showcase each product’s unique features.
It’s a classy piece of design, and it’s followed by a shot of all the things you could fit into the wallet laid out on a table, reminiscent of the Things Organized Neatly Tumblr that I love too.
All in all, you can see that the brand is taking every opportunity it can to showcase the product through its content, not just a simple shot with a magnifying glass to zoom in. Almost every question you could have is answered, not just with words or a bland product description, but through images that convey an obvious love of craft.
I could go on to the one-page check out process, which is beautifully simple, but this isn’t an e-commerce UX review!
Going beyond the product
I’ve talked on the Blonde blog before about the necessity for brands to go beyond the product for successful content marketing. In a brilliant example of this, alongside their e-commerce site, Bellroy also support a content platform called Carryology, publishing daily content showcasing the brands and designers that are creating new ways to carry.
From interviews with mountain equipment designers to buying tips for a weekender bag and reviews of the latest carry on luggage, this platform serves to demonstrate Bellroy’s passion for its raison d’etre. Interestingly in Bellroy’s example, they’re completely comfortable endorsing other brands within their space, positioning themselves not just as makers of fine objects but arbiters of good taste.
Behind every good campaign is a sense of purpose
At Blonde we bang on about purpose, it’s a core element of the Visibility formula too, and I thought, to finish off, it makes sense to pull out the core beliefs that shape what Bellroy does. Tucked away on the About Us page are five ideas that drive the company.
The reason I think it makes sense to finish with this is that you can see, from those five ideas, where all of their digital marketing comes from. It’s why the various facets of the campaign ring as authentic and true, because they are simply an extension of the brand’s core values and beliefs.
So, when you’re planning your visibility strategy, this is why it’s vital to look to your brand truths and use creativity to find ingenious ways to market them to your target audiences.
Define those truths, find your purpose and everything else should follow.