When launching a new product, there's a laundry list of components that go into making it a success - R&D, focus groups, product iterations, scheduling, marketing campaigns, and much more. As an ecommerce business, the most important aspect to consider is content. The content you serve is the gateway between the brand and consumer. It’s the catalyst that turns an unacquainted prospect into a loyal customer. And today’s digital channels, such as websites, marketing emails, social media, advertisements, and third-party retailers, require tons of high-performing, relevant content.
For Tom Carberry, the VP of Merchandising + Design at Hemp Black, content is a powerful differentiator:
“Content gives context. With so many brands and stores competing for the same share of wallet you must have a point-of-view on why your product will resonate with your targeted consumer -- the easiest way to do that is through rich, visual content that reflects your ethos and aesthetic.”
Hemp Black invents technologies to benefit people and better the world. They do this through their cutting edge hemp-based textiles that are consciously crafted and honestly sourced to enhance performance, comfort, and style. After perfecting a number of game-changing products, they knew they needed a firehose of rich, visual content to have a successful launch. Hemp Black came to Cohley to generate the different types of creative assets they needed to connect with consumers and bring their brand to life on digital.