Open Swim’s Director/Founder Bradley J. Ross utilizes a bespoke model to fulfill Nutrafol’s need for varied content across channels. The new work is focused on real stories and is unique to the Nutrafol brand. The collaboration on the 2024 campaign comes after a long-standing, innovative creative partnership between Open Swim and Nutrafol.
To view some of the new work from the campaign, go here: https://openswim.com/work/nutrafol/
Open Swim has created over 100 Nutrafol deliverables since their two shoots last fall to cover multiple campaigns for varied channels from broadcast TV to radio and social. This time, Open Swim married emotional user journeys with results-based testimonies by profiling 12 real stories of hair thinning, including a woman who fights wildfires on the road for weeks with only a backpack of which contained Nutrafol among other necessities, to a restaurant owner in Chicago who shares her personal menopause journey. This shoot took place in the Hamptons amidst the premiere of Ross’ latest film (“I’ll Be Right There,” starring Edie Falco) at the Hamptons Film Festival. A second shoot focused on Nutrafol's Founders and core experts informing the brand's unique story and commitment to science.
“Our goal with all of this work was to build a flexible model to serve varied needs and be able to respond, based on performance data. We prioritized authenticity and diverse customer experiences, and to do so, we utilized a documentary casting process and engaged with a team on a two month-long, nationwide quest to unearth that,” shares Ross. “ The creative direction was mined from the stories we found, and being present throughout the process to craft these stories and seeing it through to delivery was extremely rewarding.. ”
“This campaign is a testament to our bespoke approach to engage with people suited for each unique campaign,” adds Open Swim EP Amyliz Pera. “We hired Alissa Liebert as Head of Production on this project, because she has helmed projects from production, agency, and most recently from the client side with brands like Hilton and Black & Decker. In addition, we invited Photographer and long-time collaborator, Karen Haberberg to capture stills. She and Bradley both have Health & Wellness expertise which makes them a great pairing for many of our clients.”
Sonic Branding For Social Media: Engage, Align, Connect
By Chad Cook -- With more than five billion people accessing social media daily, savvy brands understand the importance of cultivating a strong social identity. They devote massive resources toward brand awareness, audience targeting, content strategy and community engagement. Yet, while they know that social platforms are critical to boosting sales and attracting new customers, many neglect one of the most effective tools for connecting with consumers: sonic branding. Marketers often associate sonic branding with catchy mnemonics used by big brands like McDonald’s, Netflix and Intel in their advertising. But that is a very limited view of what sonic branding is and what it can do. Sonic branding is a way to build awareness and stimulate engagement across all touch points, from advertising to broadcast digital, in-person and social. And it’s not limited to members of the Fortune 500. Brands at all levels can benefit from a sonic identity that is memorable, engaging and reflective of its core values. Sound has been scientifically proven to be deeply tied to memory and emotion. There’s a reason that certain songs stick in your head and bring back memories formed years or even decades earlier. So, it’s surprising that sonic branding is often an afterthought in marketing plans. That is especially true in social media marketing. Faced with tight deadlines and strained budgets, creative teams are often tempted to select music for their content simply because it “fits.” Unfortunately, that may result in content that is in tune with what’s trending but is out of tune with brand identity. Effective sonic branding, by contrast, requires thoughtful strategic planning,... Read More