Tony Bianco's director Anthony Bianco, marketing manager Danielle Truter and PR manager Simone Marshall talk to Imogen Bailey about diversity in content and influencers on social media.
What types of content do you see the best engagement on?
Danielle: Product is obviously what she [Tony Bianco girl] relates to and since I came on board [we're] really looking at it. Sometimes it is really unpredictable in terms of what she can relate to, which is probably why we have the diverse range of content that we do. But she's always relating to that street style, because it gives her an opportunity to identify how she could wear the shoe, the product.
[There's also] those more detailed product shots that really just hone in on what we are, you know we're a footwear brand. So [we] show that detail and give the customer an insight in to the product before she gets in stores. [That's] really important.
Video is something that we're – in this new venture of the content shoots – also incorporating, so it'll be interesting to see how that works for this upcoming season.
Again, it will just go back to storytelling, it's an opportunity to bring more dialogue to our conversation and more content for the girl to engage with and relate to.
What type of influencers do you look for when shooting these types of campaigns?
Danielle: I think authenticity is a really key word. We don't want to partner with someone who wouldn't talk to our audience, or our girl wouldn't be able to relate to.
Anthony: You've [even] selected the shoes to 'fit' the girl too.
Danielle : And when we do look at partnering with people we don't kind of go 'hey we want you to do this,' we're partnering with them because they bring something different to the table.
Anthony: We know they've got style.
Simone: [And] there's plenty of models that do a really good, authentic version of themselves that can be a mini-campaign.
So somebody like an Alexander Spencer or a Bambi, there's plenty of models out there that we're looking at, because they still have that they're-just-like-everyone-else sort of thing – but they're [just] doing it in Ibiza or something [laughs] – but they've become an influencer outside of their model career.
Danielle: Same with photographers, some of the people we're looking at partnering with [are] photographers, they're an influencer in a sense [too].
Anthony: We're picking people we feel who understand the brand and get us as well, so it's collaborative.
Danielle: I mean it is a scary exercise when you do partner with these people and let them go off and shoot something when you're not physically there. But [what they're shooting is] nothing that [isn't] true to what they'd usually do.
This article has been edited for clarity and brevity.