36  Case Study

EcoWear is a sustainable fashion brand specializing in eco-friendly clothing made from organic and recycled materials. They’re preparing to launch their new summer collection and want to use generative AI to assist in creating their social media content for the campaign.

36.1 Planning Phase

36.1.2 Define Brand Strategy & Campaign Goals

Based on their research, EcoWear defined their strategy and set specific goals for the campaign:

Brand Strategy:

  • Position EcoWear as a leader in stylish, sustainable summer fashion
  • Emphasize transparency in production processes
  • Highlight the versatility and inclusivity of the new collection

Campaign Goals:

  1. Increase social media engagement by 25% compared to the previous campaign
  2. Generate 10,000 visits to the summer collection landing page
  3. Achieve a 5% conversion rate on the landing page
  4. Increase Instagram followers by 15% over the campaign period

36.1.3 Develop Content Strategy

EcoWear’s content strategy for the summer collection launch includes:

  1. Behind-the-scenes content showcasing the sustainable production process
  2. Lookbook-style posts featuring the new collection on diverse models
  3. User-generated content from brand ambassadors and customers
  4. Educational posts about the environmental impact of fast fashion
  5. Styling tips and outfit ideas using the new collection pieces

Content Mix:

  • 40% product showcase
  • 30% educational content
  • 20% behind-the-scenes
  • 10% user-generated content

Platforms: Instagram (primary), Facebook, TikTok

36.1.4 Develop Content Tactics

EcoWear planned the following tactics:

  1. Instagram Stories series: “7 Days of Summer Sustainability”
  2. TikTok challenge: #EcoWearSummerStyle
  3. Instagram Reels showcasing versatile styling of key pieces
  4. Facebook carousel ads highlighting the production process
  5. Influencer partnerships for Instagram posts and Stories

36.2 Content Creation Phase

36.2.1 Craft AI Prompt

For this example, let’s focus on creating content for the Instagram Stories series “7 Days of Summer Sustainability”. Here’s the prompt EcoWear used to generate ideas:

Generate content ideas for an Instagram Stories series titled "7 Days of Summer Sustainability" for EcoWear's new summer collection launch. The series should educate and engage our audience about sustainable fashion while showcasing our new products.

Brand: EcoWear
Product: Summer collection of sustainable clothing
Target Audience: Environmentally conscious millennials and Gen Z (25-40 years old)
Brand Voice: Informative, inspiring, and slightly playful

For each of the 7 days, provide:
1. A catchy title for the day's theme (5-7 words)
2. Main content idea (2-3 sentences)
3. A suggestion for visual content to accompany the story
4. An interactive element (poll, quiz question, slider, etc.)

Ensure that the content:
- Educates about sustainable fashion and its impact
- Showcases features of the new summer collection
- Encourages audience engagement and participation
- Maintains a balance between informative and promotional content

Additional guidelines:
- Include at least one story idea featuring behind-the-scenes content
- Suggest one user-generated content idea
- Incorporate current trends in sustainable fashion

36.2.2 Generate AI Content

Using this prompt, the AI generated the following content ideas:

Day 1: “Cool Threads, Cooler Planet” - Content: Introduce the concept of sustainable fashion and its positive environmental impact. Highlight how EcoWear’s summer collection contributes to reducing fashion’s carbon footprint. - Visual: Infographic comparing the water usage and CO2 emissions of conventional vs. sustainable clothing production. - Interactive: Quiz - “How much water does it take to make a conventional cotton T-shirt?”

Day 2: “From Bottle to Beach Ready” - Content: Showcase EcoWear’s swimwear line made from recycled plastic bottles. Explain the process of turning plastic waste into fashionable, durable swimwear. - Visual: Time-lapse video showing the transformation of plastic bottles into swimwear fabric. - Interactive: Slider - “Guess how many plastic bottles were used to make this swimsuit?”

Day 3: “Dye-ing to Save the Planet” - Content: Highlight EcoWear’s use of natural, non-toxic dyes in the summer collection. Explain the environmental benefits and showcase the vibrant colors achieved. - Visual: Behind-the-scenes footage of the natural dyeing process. - Interactive: Poll - “Which naturally-dyed color is your favorite? A) Turmeric Yellow, B) Indigo Blue, C) Madder Root Red, D) Avocado Pink”

Day 4: “One Piece, Endless Summer Styles” - Content: Demonstrate the versatility of a key piece from the collection (e.g., a wrap dress). Show how it can be styled for different summer occasions. - Visual: Stop-motion video of the piece being styled in multiple ways. - Interactive: “Swipe up to see styling tips for your body type”

Day 5: “Sustainably Sexy: Eco-Lingerie” - Content: Introduce EcoWear’s new line of sustainable lingerie and loungewear. Highlight the use of organic cotton and recycled lace. - Visual: Tasteful product shots featuring diverse models. - Interactive: “Slide to unveil our new eco-friendly lingerie line”

Day 6: “You Wear It Best” - Content: Feature user-generated content showcasing customers styling their favorite EcoWear summer pieces. - Visual: Collage of customer photos (with permission). - Interactive: “Share your EcoWear style with #EcoWearSummerStyle for a chance to be featured!”

Day 7: “Future of Fashion: Your Choice” - Content: Wrap up the series by emphasizing the impact of consumer choices on the fashion industry’s sustainability. Showcase EcoWear’s commitments and future plans. - Visual: Animated graphic showing the positive impact of choosing sustainable fashion. - Interactive: Pledge - “Swipe up to take the sustainable fashion pledge and get 15% off your next purchase!”

36.2.3 Human Review & Refinement

EcoWear’s marketing team reviewed the AI-generated content and made the following refinements:

  1. Added more specific product details to each day’s content
  2. Adjusted some language to better match EcoWear’s brand voice
  3. Ensured diversity in the suggested visuals
  4. Added a call-to-action to visit the summer collection landing page in each story

36.2.4 Optimize for SEO

Although Instagram Stories aren’t typically optimized for search engines, the team ensured that:

  • Relevant hashtags were included in each story (#SustainableFashion, #EcoWearSummer, etc.)
  • Alt text was prepared for all images to be used
  • The landing page linked in the stories was fully SEO optimized

36.3 Execution Phase

36.3.1 Schedule & Post on Social Media

The team used Later, a social media management tool, to schedule the stories for optimal posting times based on their audience’s activity patterns. They decided to run the series over a week, with three story slides posted each day at 9 AM, 2 PM, and 7 PM.

36.4 Analysis Phase

36.4.1 Monitor Engagement in Real-time

Using Instagram Insights, the team monitored:

  • Story views
  • Tap forwards and tap backs
  • Replies
  • Sticker interactions (polls, quizzes, sliders)
  • Swipe-ups to the landing page

36.4.2 Analyze Performance Metrics

After the campaign, the team analyzed:

  • Engagement rate for each story and the series overall
  • Conversion rate from story views to landing page visits
  • Sales attributed to the Instagram Stories campaign
  • Follower growth during the campaign period

36.4.3 Gather Audience Feedback

The team:

  • Analyzed direct messages and comments related to the campaign
  • Conducted a post-campaign survey through Instagram Stories
  • Reached out to select customers for more detailed feedback

36.5 Refinement and Planning

Based on the analysis, EcoWear:

  • Refined their AI prompt to focus more on the top-performing themes
  • Updated their content strategy to include more behind-the-scenes content, which proved popular
  • Planned to increase the frequency of user-generated content features

The team documented these learnings and began planning their next campaign, focusing on their fall collection launch.