In an effort to connect with their emerging millennial audience, Express looked to us for a new approach to their digital content that felt innate and built authentic connections to the brand’s identity.

What resulted was creative and digital content standards for Express that reflect a renewed understanding of their competitive landscape, strongest channels and audiences’ passion points. With our bespoke product Brand Content Incubator, we worked hand-in-hand with Express’ in-house team to launch their own studio near HQ in Ohio. From determining their content strategy to conceptualizing and helping them produce their first “pilots” and serialized content like “The Expressionists,” we demonstrated how our expertise could be used to train and launch a Brand’s in-house content studio.

“The Expressionists” was a multi-faceted, highly-integrated digital campaign that highlighted an impressive collective of creators, innovators, players, and leaders who embodied the spirit of Express. Working to manifest their greatest passions into vibrant lives and careers, they were relatable yet inspiring and living proof that the Express audience can achieve their dreams on their own terms, too.

The Expressionists comprised social and long-form video, photography, influencer activation and amplification as well as on-site editorial and paid media. The content outperformed in organic and paid placements, sold-out product, grew social conversation and improved sentiment around the content’s inclusivity for both diversity and size.