It’s one thing to be able to produce content- it’s another to be able to use it effectively. Strategic content planning is what sets you apart and depends entirely on a holistic view of branding.
I’ve been fortunate to help manage the social media and websites for a few menswear brands use my expertise to grow their online presence while staying true to their unique vision. In every case, it provides an exercise for me to curate high-quality photography and striking copywriting across all mediums like social posts, landing pages, and ads.
While there are many tricks to social media, I prefer to use an honest approach, focused on engaging original content rather than simple reposting or outright buying likes or followers. A genuine connection with an audience is the key not only to gain sales, but to viewed as a truly great brand.
Ascot Chang
Since I’ve started managing their social accounts, Ascot Chang, a bespoke menswear firm, has seen a rapid increase due to the use of high quality photos and engaging written copy across their Instagram, Facebook, and Tumblr.
The posts now have a clear thematic strategy, tying into trunk shows, product launches, and bespoke commissions on a consistent basis. By following this plan, we were able to grow the account to over 10k followers, giving Ascot Chang the coveted “swipe up” feature that directly links to content on their website.
All of these new developments proved fruitful as they recently launched a new website with an e-commerce function in order to turn their digital presence into a budding sales funnel.
Swipe through the galleries for examples of curated imagery and copywriting for their social accounts and websites.
Data from SocialBlade, 9/2/19
Craftsman Clothing
As the digital media consultant for this HK-based clothier, I had a variety of duties ranging from developing their digital strategy and managing their socials to writing extensive marketing copy for their website, blog, emails, and ads. Working alongside their Marketing Director, I ensured that their digital presence evokes their artisanal background while simultaneously appearing minimal and streamlined that appealed to their target demographic of young, stylish men.
From this revamp of their digital media presence, I was able to tie in products directly to their accounts in order to leverage their following into a source for marketing and sales, now supported by targeted Facebook ads. Both of these were instrumental in developing a strategy for product launches.
Most recently, this included crafting product descriptors for new products, such as the De Niro M-65 Jacket and matching Gurkha Shorts, and writing landing pages used for ads and other new product programs.
Swipe through the galleries to view examples of the posts, advertisements, and landing pages I’ve produced for Craftsman Clothing.
Social Blade, taken 2/4/20
Followers by week for Craftsman Clothing, taken 2/4/20
The Bloke
My challenge for The Bloke was to be able to communicate their Anglo-inspired persona effectively across social media. This meant crafting a content schedule that not only relied on my product photography and lookbooks, but also showcases their unique library of vintage records as well as the plethora of stylish historical individuals that inspire the store.
Data from SocialBlade, 9/2/19
Assorted Copywriting Clients
EthanMWong
Even though my eponymous Instagram is purely for personal reasons and is not monetized, I present it as a template of what I can do for clients. The account has certainly grown, with a 3.33% engagement rate gained through consistent posting and genuine connections with friends and colleagues in the menswear industry. All of the content is cohesive, which feature my photography, attire, and snippets of my writing.
A majority of the posts are done with a specific goal in mind, whether it’s to point to a new essay or the release of a new podcast episode. As I have over 10k followers, I am able to utilize the “swipe up” feature to directly link to pertinent media.
This holistic approach to social media has resulted in recognition in both the consumer and industry sides of the menswear community with a dedicated followership of my blog, Instagram, and podcast.
Data from SocialBlade 9/2/19.
Data taken 9/2/19.