Insight:
Flexfit® is a global brand on the forefront of fashion technology, which is applied to an expanding line of baseball caps and trucker hats — including their patented Flexfit Tech®, which gives hats a revolutionary stretch-fit comfort, and patent-pending ActiveGuard™ to avoid sweat stains.
Designers and brands purchase blank Flexfit® caps to serve as a platform for their own designs. Often these B2B buyers see the value of their own brands, without recognizing the added value that they can provide to their consumers when they invest in high-quality Flexfit® blanks. The Flexfit® team came to Gigasavvy with a vision of fully establishing the brand as an irreplaceable and valuable fashion technology that serves as a basis for design houses to satisfy the most stylish and demanding consumers around the world.
CLIENT
Flexfit
SERVICES
Creative Strategy
Video & Production
Commercial Production
Event & Experience Design
Content & Campaign Design
Content & Storytelling
Social Media Content
Design & Copy Production
Idea:
Recognizing that Flexfit® hats support consumers’ lifestyles in ways that other hats simply cannot, Gigasavvy set out to help brands see how this comes to life for their consumers. Using a storytelling approach that is rarely seen in B2B marketing, Gigasavvy brings the end customers’ experience to life across a series of brand videos and social media assets.
Throughout our multi-year partnership, Gigasavvy’s high-quality video and photo production has woven a narrative which highlights how Flexfit® hats complement a wide range of target audiences’ lives. The story is consistently told across a range of campaigns and media channels — including brand video for the website, catalog photography, curated B2B email and digital advertising, and social media content.
These consumer stories are backed by an additional “Fit for the Future” campaign, which showcases the innovation and rigor behind Flexfit® technology with video and imagery depicting a high-tech lab setting. Layering these stories allows B2B buyers to not only see the products in action in consumer settings, but also reinforces the message of the quality, innovation and trustworthiness that can accompany their own brand when leveraging Flexfit® as a foundation for their designs.
Impact:
Our unique approach of pulling B2B buyers in with B2C-centric storytelling content has generated big business results for Flexfit®. Buyers have taken notice and have increasingly engaged more with the Flexfit brand. In the first year of this new storytelling approach, ecommerce sales on the website surged by 240%. As time went on, the brand also experienced increases in awareness and engagement with a 65% increase in Instagram visits and a 101.35% increase in clicks to the website.
Existing and prior wholesale clients have begun to increase engagement as well with a 405% increase in foot traffic in tradeshow booths, resulting in larger and more frequent orders as brands have been able to envision their customers in Flexfit® hats. All of this has helped to create an even stronger foundation for future expansion of the Flexfit® line, with new product launches coming in the coming year.
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