An ordinary craftsman became the #1 influencer in the leather space- by destroying designer bags.
Tanner Leatherstein
Consumers were facing misinformation regarding the quality of leather goods from both prominent fashion houses and smaller brands.
Tanner, an experienced leatherworker, aspired to rectify this issue by providing clarity in the leather goods shopping experience and promoting his own brand, Pegai.
What followed would disrupt and captivate the fashion world.
Challenge
The niche of small leather brands was inundated with narratives emphasizing the virtues of handmade and high-quality leather goods.
Tanner sought a cost-effective strategy to stand out on social media and promote his product line as a viable alternative to luxury brands.
A tight budget constrained Tanner's small business, rendering costly advertising and prior consultancies ineffective. Turning to Carmen, then his in-house creative director( and Velvet Content's founder), Tanner sought a solution through the development of an organic social media strategy.
Solution
No one wanted to be lectured or read “facts”. Tanner’s content had to stand out, and command attention. There had been enough superficial leather bag reviews and discussions circulating already.
Tapping into Tanner’s leather expertise, Carmen proposed a radical strategy : deconstruct designer leather goods and let’s see just how good they are.
In a startling and thrilling revelation, each leather bag dissection left millions in suspense. Audiences were captivated by each destructive act, hoping their favorite bags would hold up to Tanner’s scissors.
In less than one year….
280 Million Views on Social
1.7 Million Total Followers
5X Average Monthly Revenue
Results
The innovative viral bag-cutting concept yielded substantial and enduring financial gains for Tanner's leather goods business, Pegai.
The initial month of the campaign saw a remarkable improvement, with over $100,000 in additional revenue and a surge of 70,000 website visitors to pegai.com.
This strategic adaptation solidified Tanner Leatherstein's as the foremost leather expert on social media.
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