Over the past 22 years, we have helped Tanger Outlets grow their brand image as they have expanded their portfolio throughout the US and Canada. To support this continued growth and evolution of the brand, we’ve continued to curate campaign content that is fresh and relevant. Our 2019 campaign called for something bigger, something more connective and personal for existing and new audiences. We needed a new perspective that would speak directly to the unique shopping experience Tanger Outlets provides—designer brands and unmatched savings—and appeal to a consumer base that is attracted to online shopping, but values smart savings. Here’s an inside look at what we came up with.
2019: More Personality, More Fun, More Savings = Happiness!
The “Happy Happens Here” campaign was developed to capture the delight, joy and satisfaction inherent to a trip to Tanger Outlets. Imagine shopping ALL your favorite brands, in one place; saving big on your favorite designer brands and leaving Tanger Outlets happy! No two-day shipping. No returns. No let-downs because the product didn’t live up to the online description. Sounds dreamy, right?
We thought so too! So, how would we achieve this fresh new aesthetic and fully deliver on the “Happy Happens Here” concept? A lot of creative planning and a new resource! Enter New York based photographer, Thomas Neal, known for his work with J.Crew, Madewell and more. Through this next-level photography, dynamic wardrobe styling, and a top-notch video production team, Chorus Films, the evolved look and feel became tangible and we were able to bring to life and capture those “happy” shopping moments.
#SetLife Can be Fun
We develop and produce three seasonal campaigns for Tanger Outlets every year. These productions are meticulously planned, finely-tuned and include both photo, broadcast and promotional video components to maximize the investment and collect as many possible assets for use across all Tanger Outlets’ campaign channels. The Spring campaign shoot featured 8 models, three full sets, thousands of pieces of merchandise, 70+ wardrobe changes, photography team, video/broadcast production teams, assistants, wardrobe stylists, hair and makeup artists—plus our agency team.
Production day was filled with music, movement, on-the-ball execution and lots of caffeine. The magnitude was vast but we handled it all with a personalized approach. Ultimately, it’s about getting our clients as much as possible for their investment, but we also have fun doing it and we truly believe that makes a difference in the final product.
All in a Day’s Work
In one day, we captured thousands of assets for the Spring/Annual campaign, including images and videos for social media, web, print, direct-to-home TangerStyle Magazine, email marketing, national TV and radio, sales posters, outdoor, point of sale items and so much more.
And, more importantly, we set in motion one of the most exciting campaigns we’ve produced to date. The six-week Spring print and digital campaign launched mid-March, and has resulted in three million web sessions, 7.3 million page views and reached 100K Instagram followers. Not bad for a day’s work (on-set)!
Does your photography capture your brand’s personality—and convey that feeling to your audience?
At infinitee, we believe your marketing imagery should reflect your point of difference and put forth a brand personality that engages your target audience in a meaningful way. A well-planned production allows more assets to be created and a more complete brand story to come to life.
Want a creative partner who can help take your brand to the next level while taking away the pressure of planning your next campaign production? We’ll capture your brand’s personality in photography and video assets. We’ll do it efficiently. And it will be a dynamic and collaborative experience. To learn more, call Jocelyn Smith, Founder & CEO at 404-231-3481, x119.