Sustainable DIY Gift content
The Mission
In order to optimize the prAna brand blog and the resulting photography/video content that supported it, I implemented a strategy where everything we created had to meet three critical goals:
All content must resonate with the brand values. In this case, it spoke to our mission towards a more sustainable future. Choosing to create and share information that doesn’t directly sell product increases customer affinity and loyalty.
Each blog post needed to answer the all-important customer question: “what’s in it for me?” In other words, content had to provide a real benefit to the readers, whether it was to educate, entertain, or inspire.
Blogs needed to be SEO-rich in order to be searchable and findable.
This video series and the resulting blog post checks all the boxes in a big way. I worked closely with the raw materials manager to come up with three gifts that were easy to create, something people would actually want to receive, and most importantly—made with up-cycled materials that were easy to find.
(Fun fact: the hand model in these videos is actually me!)