16 years of Willow & Blake

The facts as of Monday, the 8th of October:

1. It was exactly two weeks before Melbourne Fashion Week.

2. ELEVEN were the official hair partner.

3. There was no plan for how to capture, edit, and post about it.

We entered stage right, bolstered by a brief for fresh content ideas to entertain, educate, and elevate typical Fashion Week coverage for their social channels.

While the marketing team focused on partnerships, talent, and campaign amplification, our team researched the best-performing beauty content. We looked for interesting storytelling, unique editing, and unserious executions. And we found some seriously dynamic and nostalgic references, paired with brand-specific copy like

‘THE PRODUCT FOR THE ELEVENTH HOUR’.

This informed a detailed social roll-out deck with 10 content ideas to be posted during the festival period and 10 evergreen content ideas that could be captured from MFW but posted months later. 

The pack included:

• On-asset copy suggestions

• Detailed filming direction

• Questions and suggested scripting

• Video and static references

We onboarded the entire ELEVEN marketing team, styling team, and content creators three days prior to curtain call.

And because we can’t help but get our hands dirty, Senior Designer Liv attended multiple shows and captured ample content for the client to relay to their editor.

With tools down and Fashion Week wrapped, ELEVEN’s Creative Director Andrew O’ Toole had this to say about our work and involvement;

“In one word: instrumental. In a few more, your team were agile, creative, and extremely helpful in providing the extensive guidance for us to pull off our social roll-out. Great work.”

If you need some creative concepts, strategic guidance, or campaign roll-out expertise from a team who can seamlessly integrate with yours, we’re ready when you are.