The Frye Company crafts authentic consumer connection with Instagram docuseries
Footwear brand The Frye Company is releasing a 20-part docuseries on Instagram and YouTube to further secure its brand image as an authentic and artisan-based manufacturer.
Kevin Lu, a videographer and prominent figure on social media, filmed the entirety of the series on an iPhone 6 and edited 15-second clips of various artists located in New York City, alongside their work. The handcrafted-shoe manufacturer has been creating footwear for almost 150 years, always focusing on heritage and craftsmanship, with the documentary series functioning as an extension of that.
"My goal for the Meet Our Makers campaign is to visually tell stories that are personal and authentic," said Kevin Lu, videographer of the Frye Company documentary series. "And I believe that filming with a camera phone allows me to connect viewers with both accessibility and familiarity.
"Since the the bulk of the content created is meant to be consumed on mobile devices, I intended to curate an experience in which viewers feel as if they are meeting the makers," he said. "So my idea was to film the entire campaign with an iPhone 6, without any special lens attachment or special equipment, just like how most people would record any real, personal moments."
The documentary clips are primarily released on Instagram, and shared throughout the social media sphere with the hashtag #MeetOurMakers. The campaign arrives just in time for the launch of the brand's 2015 spring line.
Crafting an image
The Frye Company is calling it a 'docu-gram' meaning an Instagram post that takes the form of a documentary.
Social media is the best method for brands to really develop an overall authentic brand image. The Frye Company is using this to its fullest with the Meet Our Makers campaign.
The message behind the docuseries, the footage and the artists themselves enforces the persona that the Frye Company has worked so hard to establish. The videos celebrate artistry and working with your hands, and connect with viewers on an emotional level, creating a strong brand trust.
The videos consist of a quick introduction from the artist, footage of the creative process and examples of the finished product. Artists already featured are Williamsburg-based ceramic artist Susannah Tisue, woodworker from Bed-Stuy, Brooklyn Ariel Alasko, East Village cooks Janine Booth and Jeff McInnis and Brooklyn artist Jason Gringler.
Every Tuesday and Thursday at 7 p.m. Eastern Standard Time, new videos are released on Instagram.
Social connection
The Frye Company has a large presence on social media, of which all content coincides with the authentic brand image.
Recently, the brand released another video on YouTube that celebrates the craftsmanship of the Frye Company with music embodying the manufacturer?s image. The brand also takes advantage of trending conversations on social media such as the Boston Marathon, for which Frye Boots offered a deal on Instagram, Twitter and Facebook for those attending the marathon to receive a discount on sneakers.
The footwear brand has an official Facebook page, Twitter account, Pinterest page, Instagram and YouTube channel. Any content shared throughout these platforms grabs the attention of the consumer, but still consistently incorporates the brand image.
Similar to the Meet Our Makers campaign, another footwear manufacturer and retailer, Clarks, put a new spin on mobile marketing with an interactive storytelling event through messaging application WhatsApp to drum up sales of its Desert Boot (see more).
Creating social videos is a growing trend in marketing and provides a connection from the brand to the consumer.
Kmart is following a similar idea, but with humor. The brand continues to leverage social video to generate laughs and brand awareness, recently with an hour-long video of two guys doing nothing that supports the launch of the Joe Boxer Inactivity Tracker (see more).
This type of snackable content immediately engages the consumer in a style that directly fits the current lifestyle and behavior habits.
This type of snackable content immediately engages the consumer in a style that directly fits the current lifestyle and behavior habits.
"It is important to make your messaging a compelling snack, so the consumer will feel an immediate connection and want to delve further into your brand," said Michael Petry, creative director at the Frye Company. "Most people get their information, socialize and shop via their smart phones and absorb it all in sound-bites.
"Everyone is busy, so short and easy is the best approach," he said. "Our vision for the campaign is to partner with makers from all disciplines, who are like-minded to the brand, and ignite a conversation amongst them and their following.
"Also to take the conversation beyond makers and create more of a movement, celebrating individuals that make things with their hands and their creative process."
Final Take
Brielle Jaekel is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York
