JUL 13, 2023 - 6IXTY 8IGHT Content Production

INTRODUCTION

6IXTY8IGHT is a rapidly growing fashion brand in Asia, known for its playful yet sophisticated style. 

CHALLENGES

6IXTY8IGHT aimed to elevate its content quality and style to better target the Gen Z and Millennial generations, who are the primary drivers of e-commerce. The brand needed to create content that not only resonated with these younger audiences but also increased e-commerce revenue and digital engagement on social media. An additional challenge was to produce fun, engaging video reels that had the potential to go viral while still effectively showcasing the details of the clothing. 

LABELESS METHOD

LABELESS approached these challenges by leveraging content marketing, visual storytelling, and creative video production: Strategic Market Research: LABELESS began with in-depth market research to understand the preferences, behaviors, and content consumption habits of Gen Z and Millennials. This research guided the creative direction, ensuring that the content would be highly engaging and relevant to the target audience. Creative Campaign Development: Based on research insights, LABELESS developed a campaign concept that seamlessly blended 6IXTY8IGHT’s playful style with fresh branding elements. The campaign focused on creating a narrative that utilized visual storytelling to actively communicate the brand’s message while ensuring the content was both entertaining and informative. Fashion Campaign Management and Video Production: LABELESS managed the entire campaign process, from concept visualization to execution. This included producing high-quality video reels designed to be fun and engaging, with the potential to go viral on social media. These reels were carefully crafted to not only entertain but also showcase the intricate details of 6IXTY8IGHT’s clothing, ensuring that the core product was always in focus. Fashion Photography Direction: Alongside video production, LABELESS directed photoshoots that captured the essence of 6IXTY8IGHT’s style, with a strong emphasis on visually appealing content that could be easily shared across various digital platforms. 

IMPACT

The campaign successfully elevated 6IXTY8IGHT’s content quality, using content marketing, visual storytelling, and creative video production to engage both existing customers and new segments within the Gen Z and Millennial demographics. The fun, potentially viral reels not only entertained but also highlighted the clothing’s details, driving increased digital engagement on social media and significantly boosting e-commerce revenue. LABELESS’s strategic approach reinforced 6IXTY8IGHT’s position as a leading fashion brand in Asia.