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As part of a wider YouTube strategy led by YouTube’s Head of Fashion, Derek Blasburg, to bring fashion to the platform, Little Dot Studios were tasked to grow and retain an actively engaged community for model, TV personality and fashion designer Alexa Chung.
Our Idea
Little Dot devised an initial content strategy to create 26 pieces of premium content across three distinct content shelves - hero / episodic / how to’s. All of these needed to be entertaining, humorous and quintessentially Alexa, inviting the YouTube audience, both new and returning, to enter into Alexa’s world but each taking a different role in attracting that audience.
We produced and developed all of the original films over a six month period. We also ran channel management and distribution, including social re-edits for Instagram.
The original content we produced placed Alexa in her natural environment, establishing Alexa within the realm of the vlogger in order to reach native YouTube audiences, whilst maintaining a premium aesthetic appropriate to the look and feel of Alexa’s brand and her existing fanbase.
Hero pieces to attract new viewers included “The Making of the MET Gala Dress” whilst the episodic pieces intended to build engagement was populated with ‘Alexa Chung Meets’, ‘Alexa Chung Travel Guides’, ‘What’s In Alexa’s Bag’ and ‘ASMR’. The how-to strand featured highly searchable makeup and hair tutorials as well as a livestream.
Alexa Chung - Met Gala 2019
The standout Hero piece of our content strategy for ALEXACHUNG in 2019 was a 15-minute behind the scenes documentary following Alexa and her team as they prepared her ‘look’ for the 2019 MET Gala.
Often dubbed the Oscars of the fashion world, the MET Gala is widely regarded as one of the most exclusive events in the global social calendar and it’s followed with huge interest as the guest list encompasses the A list of fashion, music and Hollywood, dressed to impress by the world’s greatest fashion designers.
We followed Alexa’s journey from idea conception to meet this year’s gala theme of “Camp’ right through the design process, fittings and finally her journey to the Gala itself. The film has achieved over a million views and as a tent-pole piece of video, achieved its objective of bringing together an inside look into one of fashion’s most exciting events, a demonstration of Alexa’s fashion credentials all whilst bringing to life her unique personality especially for her YouTube audience.
