AllModern: Brand Video
Attracting new consumers through a sticky video concept that articulated key brand priorities as well as the brand’s signature wit.
The Why:
In 2024, AllModern invested in DMAs—designated market areas—to increase market exposure in targeted regions. The video creative needed to engage new consumers with no prior awareness for AllModern, meaning it had to communicate a lot in little time—and be sticky enough for consumers to take action afterward. Plus, we had to hit on three key priorities—the brand’s unique offering, its commitment to quality, and its fast and free shipping to underscore the brand’s purpose: to make modern simple. As Head of Content for the brand, I partnered with our creative director to develop our final concept “All For You”, which utilized a memorable editorial device—and the brand’s signature wit—to answer every ask.
The Articulation:
“All For You” allowed us to package every messaging priority into a tight and sticky concept that also put our brand name on consistent display. Using the phrase “All TK” as a device, the creative flips through different statements (seen on the screen in supers) to answer every ask: “ALL STYLES” (unique brand offering), “ALL ASAP” (fast and free shipping), and “ALL QUALITY” (our commitment to quality) with VO providing context. The back half of the spot then articulates why quality styles matter for modern life, because they can withstand it all: all your guests, all your kids, and all your needs. Ultimately, the spot delivers on the singular need and brand takeaway for our consumer: if they’re looking to make modern life easy, then they’re all set—as long as they have AllModern.
The Response:
The creative resulted in a measurable increase in both consumer awareness and conversion, as well as an uptick in foot traffic to AllModern’s physical retail stores within the targeted areas.