Warner Bros. Consumer Products
A Fresh New Fit
The Vision
Competitors are all doing merch the same way. There’s no identity, nothing to belong to.
When we took on WBCP's WB Style and DC Lifestyle Instagram pages, we knew we wanted both channels to feel like brands and communities worth investing in, giving fans a reason to come back & celebrate products through a premium and best-in-class social experience.
Because merch is more than just a shirt.
It’s a lifestyle and a community.
The Strategy
To help bring our vision to life, we defined an overarching content strategy for both channels that would span 3 pillars of content: Stories, Lifestyle and Products.
1. Stories: Find The Fandom
We celebrate the history and heart of the franchises, using emotive storytelling and broad-reaching content to capture the attention of a wider audience and drive continued discoverability and growth.
From collectors of memorabilia with incredible stories to share, to the creators of the IP in snackable interviews, to the celebrations of the evolution of the characters in animated timelapses – our goal is to find an emotive chord and tap into social sharing.
2. Lifestyle: Fuel The Fandom
We put the fans at the forefront, celebrating the human qualities of fandom with current and streetwear-style content that features a diverse and inclusive range of families, fans, friends and settings.
Our goal is to encourage community engagement and purchase by integrating products into their everyday lives in an aspirational yet achievable way.
3. Product: Feed the Fandom
We convert engaged followers into active shoppers with dynamic, shoppable content that’s innovative, slick and reactive to trends.
Our eye-catching creative embraces native social shopping features, and feeds the fandom’s craving for swag - driving shopability in all settings.
In-studio and Outdoor Shoots
We cast real-world fans and consumers as models, featuring them in a range of settings that feel authentic to the lifestyle of a fan - from outdoor BBQs, to skateparks, and regional Comic Cons.
Capturing The Content
Using fans and creators, our content production spans studio, outdoor, at events and at home.
Creator Network & Ambassadors
We’ve established - and continue to build - a network of creators and brand ambassadors from across the US, working closely with them to produce authentic content at home for our channels.
Get the full lowdown on our content production from our Creative Production Lead, Patrick Flores.
By The Numbers
This is only the start of our journey with WBCP but it’s safe to say we’ve made an impact.
