In 2021, legacy clipper and trimmer brand, Andis Company, went through a complete rebrand in anticipation of their centennial anniversary in the year that would follow. As their agency of record, we were challenged with translating this new brand identity into owned organic and paid social media content.
Using the new Andis branding The Evoke Agency executed a video campaign to focus on product innovation and unique points of differentiation. The videos are used for an omni-channel marketing strategy including organic posting, paid advertising, e-commerce platforms, and other areas of Andis Company’s digital marketing and sales. The strategic objective of this video campaign was to produce video assets that met the new, elevated brand positioning — matching the quality seen in assets produced by larger footwear, apparel and fashion companies. The goal was to highlight the beauty and design of new performance tools for barbers and stylists and reintroduce hero products in the same, reimagined style to both acknowledge the brand’s 100 year history and usher in its next era.
Our end goal was to raise awareness of the rebrand through social media to existing customers and followers and attract new customers and followers with heightened video. Social media (Facebook, Instagram, TikTok and Twitter) was the perfect platform to share with our Andis Company fans because we could communicate with them directly about the rebrand and optimize content based on the content’s performance.
The overarching feel and direction for Andis professional products is creative desire. Confident. Authentic. Creative Desire proudly supports professionals taking center stage with tools that perform in the spotlight, so like the barbers and stylists that use Andis product, creative desire, confidence and authenticity was our approach to the videos submitted for consideration for this Shorty Award category.
The videos we create are driven by the same creative desire. Andis communicates to their audience that they care about them, and are driven to be innovators in the space for the sake of their customers. They want to create tools that allow barbers and stylists to create in their unique way, and that barbers and stylists want to use, and be seen using.
Our first plan of action was to focus on the simple beauty and engineering of the clippers, trimmers and shavers. The rebrand left us with a limited color palette and a strict solid color background rule to help sensitize customers and followers to reimagined product packaging. New visual brand language employed the same limited color palette. Our goal was to make sure that we could provide depth, drama, and show that the product can stand on its own and NOT fall flat. Our creative team dialed in the set up and leaned hard on their editing skills to make sure that the product looked immaculate, and that the background lacked any tonal variation. We used light to our advantage to make sure unique product features or client communicated innovation popped for social media.
In order to organically reach as many users as possible, video was leveraged across official Andis Company Facebook, Instagram and TikTok — optimized for platform success. To influence consideration and purchase of Andis Company products, videos were also used for paid social media advertising, targeting new and existing customers. Andis social media ambassadors, educators and retailers were quick to share our videos to their audiences to maximize the reach of the assets and further increase brand awareness.
Our video strategy was successful on several fronts, both externally and internally!
Firstly, the rebrand was well received by existing Andis Company social media followers, across domestic and international markets, and engagement even grew across owned channels. We saw fans and followers getting excited about the new look and reimagined vibe of their go-to brand of clippers, shown through the amount of shares we saw on social. Social media video yielded hundreds of thousands of organic views and earned millions of clicks on social media advertisements. The content is also used as part of ad buys with beauty and barber trade media outlets as well as the Andis Company website and retailer/distributor social media accounts.
Internally, we were pleased to see that the client contacts were always excited about receiving our videos. They VERY rarely came back with edits, and when they did it was always along the lines of a legal copy change on their end.
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