In 2019 David’s Bridal (DBI) restructured to focus on how they could differentiate themselves in the crowded bridal market. As inclusivity became more important in the industry, they realized they were ahead of their competition in the range of styles and sizes they offered. The problem was, few saw DBI as an inclusive brand.
Focused on a new brand campaign, the DBI team worked alongside their agency partner, January Digital (JD) to execute a digital marketing campaign that would quickly change sentiment and ultimately drive conversions for their business.
Previously, DBI’s targeting methods involved a wide array of audiences with messaging specific to each audience that was spread across multiple channels, making it difficult to see a clear connection between the top and bottom funnel of the purchasing journey. In light of this, we knew we needed to start small and learn before revamping their marketing strategy. Armed with emotional, tailored video assets, we chose YouTube campaign strategies as a platform to isolate the message targeting to one channel, allowing us to see a linear view of the customer’s entire journey. We would then use this information to inform how we would roll this messaging out to other channels.
