"CASHMERE SO SOFT IT CAN GIVE ANYONE A SOFT SIDE, EVEN THE DEVIL HIMSELF"

ACTIVATION: MAN ON THE STREET STYLE VIDEO

• ASK STRANGERS WHAT THEY THINK ABOUT THE DEVIL

• ASK STRANGERS ABOUT THEIR SOFT SIDE

DEVELOP EYE CATCHING QUESTIONS FOR STRANGERS

• CRAZY HOOK: "HAVE YOU HEARD OF THE DEVIL?"

• ENGAGING AND CONTROVERSIAL

  • "WOULD YOU GO ON A DATE WITH THE DEVIL? BUT HE'S SO HOT!"

  • "DOES IT HELP TO KNOW HE HAS A DOG? IT'S GOT 3 HEADS, NOT SURE WHAT BREED THAT IS."

• MENTION THE BRAND IN AN ORGANIC WAY THAT DOESN'T FEEL LIKE AN AD

  • "DEVIL KNIT THIS SWEATER"

  • "WOW THAT'S SO SOFT"

  • "DOES THAT MAKE YOU LIKE HIM?"

• WILD FINAL MOMENT TO DRAW COMMENTS

  • FULL ENDORSEMENT OF DEVIL

PLANT TALENT AND SCRIPT VIRAL INTERACTION FOR INTERVIEW

• SINCE CAMPAIGN IS ABOUT SECRET SOFT SIDES, NOAH PITCHED ASKING SOMEONE WHO LOOKS LIKE THEY MAY NOT HAVE A SOFT SIDE ABOUT THEIRS

• PLANT NYC LOCAL COMEDIAN RILEY SUAREZ

• WORKSHOP INTERACTION TO FEEL ORGANIC

  • CRAZY HOOK: "YOU LOOK LIKE YOU COULD BEAT ME UP, WHAT'S SOMETHING SURPRISINGLY SOFT ABOUT YOU?"

  • RELATABLE: SECRETLY JAMS TO LOVE SONGS

  • LIST OUT SONGS FOR "I ALSO LIKE THAT" ENGAGEMENT

  • MISPRONOUNCE NAMES TO DRAW COMMENTS

SHOOT, EDIT AND POST VIDEOS

• HIRE VIDEOGRAPHER AND PRODUCER

  • SHOT ON NOAH'S SONY A7iv IN 4K

  • MICROPHONE WITH NAADAM LABEL FOR SUBTLE BRANDING

• EDITED 3 VIDEOS IN QUICK TURNAROUND

  • TURNED 1 HOUR OF STRANGER FOOTAGE INTO 59 SECOND VIDEO

  • COMBINED 4 TAKES OF RILEY INTERVIEW

  • SUBTITLES FOR ACCESSIBILITY

  • BRAND WATERMARK IN TOP LEFT CORNER

• COLLAB INSTAGRAM & REPOST TIKTOK

INTERVIEW VIDEO (TIKTOK / INSTAGRAM) 9/12 - 9/19

• VIEWS:

  • TIKTOK: 197.1K

  • INSTAGRAM: 336K

• LIKES:

  • TIKTOK: 36.9K (18.7%)

  • INSTAGRAM: 15.4K (4.6%)

• SHARES:

  • TIKTOK: 5.8K (2.9%)

  • INSTAGRAM: 1.7K (0.5%)

• BRAND ACCOUNT FOLLOWERS:

  • TIKTOK: +2,724 / +217% (1,258 TO 3,982)

  • INSTAGRAM: +1,692 / +1.5% (110,382 TO 112,074)