Overview
As Creative Director of Sloobie, I run the socials and all creative output of the brand.
I have created the social strategy, directed shoot days, created all content and manage the socials.
As a two-year-old skiwear startup with zero budget but a game-changing product, I had to be smart about our social strategy. Our priority was social growth & brand awareness to reach more potential customers, with product education as a secondary focus. That meant prioritising content with high reach potential over everything else. Because of this we adopted a heavily UGC style content strategy, of entertainment content and skits.
To maximise impact, we jumped on trends fast and even created our own, to boost our chances of going viral. Trending audios with caption hooks became our secret weapon.
In the first 90 days of the ski season, we went on two content trips, collaborated with private jet company FlexJet for the St Moritz Snow Polo, shot in Italy Bests Ski Chalet 2024, reached almost 1million total views and much more.
(These numbers were organically generated from a small following of just 2500).
Positioned as a luxury brand at £260 per set, we had to embody and reflect the high-end lifestyle to create desirability and reach the right audience. Shooting in a hyper-luxury Italian chalet and collaborating with Flexjet reinforced this exclusivity. But luxury didn’t have to mean serious—we infused wit, charm, and playful humor into our content.
This pillar brings the brand and its story to life. From BTS content of the brand’s evolution and day-to-day operations, to exclusive sneak peeks at samples and unfiltered moments, to candid conversations with the founder, this pillar fosters a deeper connection between the audience and the brand, making them feel part of the journey.
As growth and reach was our top priority, it allowed us to be more bold, raw and unfiltered with our content approach. To gain new followers we had to offer entertainment or intrigue into our brand which we did through UGC style skits, trends, humour and relatable captions, to get those likes, saves and shares up. And it worked.
Social Strategy
I developed the social strategy that informed our content style, content pillars, and content breakdown.
Since base layers aren’t a style-driven purchase but a choice based on convenience, comfort, or function, our approach to content had to be strategic. To justify a £260+ price point for an activewear set, we leaned into a testimonial-led content approach, focusing on real value, performance, and differentiation.
As a small, emerging brand with no existing recognition, our content had three key priorities:
Product Education – Showcasing what makes these base layers one of a kind and reinforcing the price point through a testimonial and educational content approach.
Account Growth – Leveraging trend-driven, socially native content to maximise virality and reach beyond followers.
Brand Storytelling – Bringing the brand’s origin story to life, centering the founder’s journey to create an emotional connection and cultivate a loyal community.
