“We allocate quite a bit of budget to our photoshoots,” said Melanie Travis, founder of DTC swimwear brand Andie. She said a typical high-quality photoshoot can easily cost over $100,000. “As a DTC brand, we live on the internet, so we need to have strong images. But now, our product campaigns cost the price of FedEx-ing the product to our employees, and they shoot the images on their iPhones. Everyone is changing their marketing strategy, and this is making me realize that maybe it doesn’t make sense to spend hundreds of thousands of dollars on photoshoots all the time. That’s not to say we won’t go back to more polished campaigns, but we will be more creative about lowering costs.”
Travis pointed to the to the relatability of showing employees at home as a reason for the success. In the brand’s first attempt, on April 14, it posted a TikTok video Article source: https://www.glossy.co/fashion/why-employees-in-brand-marketing-is-resonating-with-consumers
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