Insight: The GMC target is motivated by their belief that things worth doing are worth doing well. They expect more and push themselves to be their best self. They hold themselves to a higher standard.

Idea: Utilize digital stories that speak to “her” on an emotional level highlighting our shared value of premium craftsmanship through purposeful design.

Media Channels: YouTube, Nativo & Carat Programmatic.

Two distinct female-focused executions were developed:

• A highly visual, rhythmic montage following one seamstress’ trial and error process of making a wedding gown. Told through a series of close, precise details. Storytelling with an emotional hook.

• The story of a leather craftswoman told through strong visuals depicting the balance between delicateness and durability via precise craftsmanship. Parallels drawn through form and function between hand crafted goods and GMC. Talent selected due to credibility and authenticity of storyline.

• YouTube, Nativo & Carat Programmatic were used for distribution outlets. Vox & Maxim Labs were used primarily for production capabilities.

We were able to develop video creative that spoke to “her” in a relevant way and through key areas that matter to her most – her lifestyle interests and passions. This passion-centric custom content delivered more than 5.2 million video views against the desired Female audience over a two month period, driving post-view interaction that was 38% above the GMC average.