Over the past few years, branded content has become en vogue as a channel for advertisers. It's also a buzz word that agencies bandy about as though it's the same as a banner buy. In short it's a developed landscape, but one which hides a multitude of sins. Our strategy was to invest 55DSL's limited budget in well-made, emotionally inspired videos that would travel if they were any good.

We targeted influential culture and lifestyle websites (e.g. Hypebeast). On our behalf they would explain the film process, the talent, the brand as well as spread the film - earned media giving another level of advocacy. We arranged director interviews, to give a genuine editorial piece of interest, which in turn added a deeper level of engagement and understanding for our audience. Similar to how we briefed our director, David Altobelli, a competition to fly to Rome was launched asking our audience to show what Italy meant to them by taking a photo, uploading and tagging it on Instagram.

The average 55DSL video had been viewed 2,500 times each. Within just 4 weeks, ROMA was viewed over 300,000 times. A number, which may not challenge the Nike’s of this world, but in terms of shifting a brands relevance and awareness, it's a sea change. Facebook ‘likes’ have increased by over 35% in this short time period too. Out of nowhere, we've created an engaged Instagram community of 55DSL brand advocates with our Instagram competition that has been supported by photooftheday which has the 3rd largest group of hashtagged photo sets on the platform.

More than these pure numbers, is the fact that we've taken a small clothes brand and made them stand for something, and given them authenticity by communicating their Italian roots in a creative way. We’ve shown them to be a brand who supports and collaborates with some of the most respected creatives in the world, as well as supporting it's audience’s own creative leanings.

It's a positioning, which has been accepted and should be seen as the first step in plans which will build upon and transcend what is just the beginning of 55DSL's evolution.