Outland denin digital marketing

Digital marketing approach

For our Outland Denim project, we developed a comprehensive digital marketing strategy designed to modernise the brand’s online presence and strengthen its emotional connection with consumers. Our team analysed Outland’s paid, owned, and earned media to identify gaps in engagement, particularly its limited use of TikTok and reliance on viral moments like the “Meghan Markle effect.” We introduced three content pillars, Emotional, Aspirational, and Craftsmanship, to reframe storytelling and build consistent, authentic brand equity. Through data-driven recommendations including GA4 tracking, UTM parameters, and targeted social campaigns, we repositioned Outland as an aspirational yet accessible ethical brand for a younger, fashion-forward audience. This strategy we found would help them evolve their digital approach from awareness-driven to emotionally resonant and conversion-focused storytelling.

The three core pillars

Our strategy centered on three key content pillars: Emotional, Aspirational, and Craftsmanship. The Emotional pillar focused on storytelling that connected denim to memory, legacy, and human connection through campaigns like “You’ll Thank Me One Day.” The Aspirational pillar positioned Outland as a symbol of timeless confidence and purpose, spotlighting real women who embody quiet success and longevity in style. Finally, the Craftsmanship pillar educated consumers on quality, transparency, and the skilled makers behind each garment, transforming sustainability from a buzzword into proof of integrity. Together, these pillars built a cohesive digital ecosystem that we hope would deepen loyalty, strengthen brand identity, and re-engage new audiences authentically.