Case Study: How We Created a Viral Brand Campaign

In late 2023, PirtesWrap was approached by UrbanEdge, a UK-based fashion retailer looking to launch their sustainable clothing line with a video campaign that would resonate with their target audience of environmentally conscious 18-34 year olds. The challenge was to create content that would not only capture attention but drive measurable engagement and conversion in an increasingly crowded digital landscape.

This case study breaks down our approach, process, and the results achieved, providing insights that can be applied to other video marketing campaigns.

The Challenge

UrbanEdge came to us with several specific challenges:

• Launch a new sustainable fashion line in a market saturated with "green" messaging
• Connect authentically with Gen Z and younger Millennial consumers
• Drive both brand awareness and direct sales through the same campaign
• Achieve significant social media engagement with limited paid promotion budget
• Create content that would work across multiple platforms (Instagram, TikTok, YouTube, and their e-commerce site)

The primary objective was to create a campaign that would generate at least 500,000 organic views and a 15% increase in e-commerce traffic within the first month of launch.

Our Approach

1. Discovery and Research Phase

We began with an intensive discovery period that included:

• Target audience analysis: In-depth research into the target demographic's content consumption habits, values, and purchasing behaviors
• Competitor analysis: Review of successful campaigns from both direct competitors and brands in adjacent spaces
• Content trend mapping: Identification of emerging video formats and styles gaining traction across platforms
• Brand workshops: Collaborative sessions with UrbanEdge's team to define their unique value proposition and authentic voice

This research revealed several key insights:

• The target audience was experiencing "greenwashing fatigue" and responding more positively to transparency and specific impact metrics than general sustainability claims
• User-generated style content was significantly outperforming glossy, high-production value advertising in both engagement and conversion
• Story-driven content that featured real people was performing better than traditional product-focused marketing
• Content that combined education and entertainment ("edutainment") was driving higher sharing rates

2. Creative Strategy Development

Based on our research, we developed a creative strategy centered around "The Real Cost" concept—a multi-part video series that would tell the stories of the people behind the sustainable clothing line while presenting surprising facts about the environmental impact of fast fashion.

The creative approach included:

• Documentary-style storytelling: Following the journey of materials from source to finished product
• Cinematic visual style: Using high-quality cinematography but with an authentic, unpolished aesthetic
• Impact visualization: Creative ways to illustrate environmental statistics through visual metaphors
• Multi-format production: Planning for both long-form (2-3 minute) hero content and numerous short-form derivatives (15-60 seconds)

3. Production Planning

With the creative direction approved, we developed a comprehensive production plan:

• Location scouting: Identifying filming locations including UrbanEdge's partner factory in Leicester, cotton farms in Portugal, and recycling facilities
• Casting: Finding real people from the supply chain to feature rather than professional actors
• Technical planning: Determining equipment needs, crew composition, and shooting schedule
• Content matrix: Detailed planning of all deliverables across formats and platforms

The Production Process

1. Principal Photography

The production phase involved multiple shooting days across several locations:

• 3 days at material sourcing locations
• 2 days at manufacturing facilities
• 1 day with designers and product development team
• 1 day with sustainability experts providing context and data

We used a flexible production approach with a core crew of:

• Director/DP team using Sony FX6 as primary camera
• Sound recordist capturing high-quality audio and ambient sounds
• Producer managing logistics and conducting interviews
• BTS photographer capturing stills for social media support

2. Post-Production

The post-production process was structured to create maximum efficiency and platform optimization:

• Media organization: Rigorous footage logging and organization to facilitate rapid editing
• Assembly cut: Creation of a long-form (8-minute) assembly as the foundation for all derivative content
• Platform-specific editing: Tailoring content length, aspect ratio, and pacing for each target platform
• Graphics and animation: Development of a cohesive visual language for data presentation
• Music and sound design: Custom composition that could be edited to different lengths while maintaining emotional impact
• Localization: Subtitling and text adaptations for international markets

The post-production phase yielded:

• 1 hero film (2:45) for the website and YouTube
• 3 thematic mini-documentaries (1:30 each) for IGTV and Facebook
• 12 social media cuts (0:15-0:30) optimized for feed content
• 6 vertical video edits specifically for TikTok and Instagram Stories/Reels
• A library of 20+ still images extracted from the footage for social media support

3. Launch Strategy

Rather than a single-day release, we developed a phased content rollout strategy:

• Teaser phase: 2 weeks of behind-the-scenes content and short clips to build anticipation
• Hero launch: Coordinated release of the main film across platforms
• Thematic weeks: Focus on different aspects of the sustainability story with dedicated content drops
• Engagement amplification: Responding to comments and creating reactive content based on audience questions
• Influencer collaboration: Strategic seeding of content with relevant sustainability and fashion influencers

Results and Impact

Audience Engagement

The campaign significantly exceeded expectations:

• 3.2 million total views across all platforms in the first month (540% of the target)
• 785,000 organic engagements (likes, comments, shares)
• 42,000 new followers across UrbanEdge's social channels
• 22% average completion rate on the long-form content (industry average: 15%)
• 16 unpaid influencer shares from accounts with over 100K followers

Business Impact

Beyond the engagement metrics, the campaign delivered tangible business results:

• 37% increase in website traffic during the campaign period
• 24% increase in e-commerce conversion rate
• 42% of sales from the sustainable collection came from first-time customers
• 68% sellthrough of the initial collection within 3 weeks
• 19% increase in email newsletter sign-ups

Press and Recognition

The campaign also generated significant earned media:

• Featured in Vogue Business as an example of effective sustainability communication
• Shortlisted for two industry awards for digital marketing excellence
• Coverage in 14 fashion and marketing publications

Key Takeaways and Lessons Learned

The success of this campaign provided several valuable insights that can be applied to other video marketing initiatives:

1. Authenticity Trumps Production Value

While we maintained high production standards, the documentary approach featuring real people resonated more than glossy advertising. The unscripted moments often became the most compelling content.

2. Platform-Specific Optimization is Essential

The days of creating one video and distributing it everywhere are over. Each platform requires thoughtful adaptation in terms of format, pacing, and presentation. Our most successful TikTok content was specifically shot and edited for vertical format, not simply cropped from horizontal footage.

3. Data Storytelling Creates Shareable Moments

The creative visualization of sustainability data provided highly shareable moments that audiences could easily grasp and share. These "knowledge nuggets" drove significant engagement and sharing.

4. Sustained Rollout Outperforms Single Launch

The phased content strategy maintained momentum over several weeks, creating multiple opportunities for discovery and engagement rather than a single spike that quickly dissipated.

5. Reactive Content Extends Campaign Life

Some of our highest-performing content was created in response to audience questions and comments after the initial launch, demonstrating the value of building flexibility into the content plan.

Conclusion

The UrbanEdge sustainable collection campaign demonstrates that effective video marketing goes far beyond simply creating attractive content. Success requires deep audience understanding, strategic platform planning, and an authentic approach to storytelling.

By focusing on real stories and tangible impact rather than abstract claims, we were able to cut through the noise of sustainability marketing and create a campaign that not only captured attention but drove meaningful business results.

This case study underscores our belief at PirtesWrap that the most effective video content combines strategic thinking, creative execution, and careful distribution planning—all aligned with clear business objectives.