SOCIAL-SPECIFIC PRODUCT IMAGERY

SITUATION:

Black Diamond drives product innovation in the outdoor space and has best-in-class social media presence, but didn’t showcase the products much on social. When they did, the posts consistently underperformed and the imagery fell flat. How could we make the products stand out and drive website traffic and conversion?

SOLUTION:

Get out followers to get stoked on the newest Black Diamond gear by breaking through the Instagram noise with rad product imagery…our technology and innovation in the industry is unparalleled, and the way we talk about our products should be, too.

Using this mindset, I briefed our creative team on a totally revamped way of shooting product imagery, featuring color-pop photography and stylized lay-flats that would break through the cluttered social media landscape and stop thumbs where they scroll.

– Briefed creative team on color pop-imagery and lay-flats (in social-specific sizes)
– Designed intuitive and eye-catching carousel posts
– Made every product post shoppable

RESULTS:

– Our new product posts started consistently making the monthly top performing posts
– Shoppable posts regularly saw over 1,500+ product page views per post