Overview

NEBU is a footwear brand that brought me on as a contractor to produce creative media ahead of their first product launch. This was my first time photographing shoes specifically. Not all of the content I produced made the final cut. That's the nature of contracting.

Since my first Ecom shoot in 2022 for SBD USA's Phantom campaign, I've learned a lot about Ecommerce marketing. I want to use this opportunity to share some of that wisdom.

The Campaign Philosophy

E-commerce is conceptually simple. The difficulty is in proper planning and disciplined execution.

The approach I believe in follows a sequence that respects the customer's attention rather than demanding it all at once:

First, you generate interest through your teaser posts. Then you convert that interest into attention - content that earns the scroll stop. Once you have that attention, you appeal to ethos. Who are these people? Why does this brand exist? Why should you care? From there you use that curiosity to build trust: through founder content, product education, development history, behind-the-scenes etc. By drop day, customers will have attached personal value towards the brand and/or product. Add the objective benefits of the product to that emotional equity, and you have a buyer who feels a part of something, not sold to.

This doesn't require enormous budgets or endless hours. Outsourcing the right work at the right time keeps execution smooth without sacrificing quality. All campaigns are a result of proper planning and preparation.

The Launch

NEBU's first drop had a strong turnout which is amazing. For Ecom, the real test is whether customers return. Retention is the metric that tells you whether people actually value what you built or just responded to novelty. Drop one proves you can launch. Drop two and three are most important.

What's Next?

First, thank you to Taylor Atwood, Robert Rohan, and the entire NEBU team for having me. If you haven't already, check out the collection at nebufootwear.com … the shoe speaks for itself. Wishing the entire NEBU team nothing but success in what's to come.

My Future in ECOM? I hope to have an opportunity where I can fully show my understanding of Ecom marketing as a creative director and not a contractor, because I have a lot of great ideas I think deserve to be shown.