Swagger, Solved | The Bold Brand Strategy I Would Use to Give Fear & Fancy A New Glow

 image from Fear & Fancy Facebook

image from Fear & Fancy Facebook

As stated on their website, Fear & Fancy is a social club and creative powerhouse that operates on one simple motto: eat, drink, be swanky, and have fun getting the job done. 

The ringleader of this initiative is rapper, singer, and music producer, Jidenna (aka ‘The Classic Man’ aka ‘The Chief’).

 Jidenna, The Chief // image from  Wondaland Records

Jidenna, The Chief // image from Wondaland Records

Fear & Fancy is known as “the club before, and after the club,” providing services from music production & artist development to styling & design. 

“For Fear & Fancy, we love dressing to the nines and ripping our clothes off…“It’s always a combination — partying and pondering”. -Jidenna, Maxim Interview

Though, they’ve been inactive for a while. 
Their last posting was in November 2017.

Screen Shot 2018-09-18 at 12.23.52 PM.png

But if they ever decided to give Fear & Fancey new life (fingers crossed people) here’s the strategy I would suggest to bring this project back into the light.

THE INSTAGRAM & FACEBOOK FOUNDATION 

First, if you know me by now, you know that I have a thing for organizing an Instagram account by the color wheel. 

And this’ll be no different. 

Fear & Fancy’s Instagram is a mix between: 

  • promoting The Chief 

  • and promoting his team

The tweak?
I envision their profile to be a mix between: 

  • promoting The Chief (always in the center)

  • promoting the team

  • and featuring Bespoke/Afropunk styles (micro influencers) from across Instagram.

By having this as a feature page for men who swim in swagger, women who bring the ‘grown & sexy’ vibe, AND people who look at the Afropunk festival as their New York Fashion Week — not only is The Chief bringing in a new fan base for his music, but Fear & Fancy will become a trending feature page to be coveted within that community. 

Second, Facebook is still our friend.

When I look at Fear & Fancy’s Facebook page, it feels as if it’s geared towards the gentlemen. 

It may have been on purpose, or accidental, but either way — let’s go with the theme that this page is geared towards the fellas. 

So how would I approach this? 

By turning Fear & Fancy into a triple threat. 
By becoming a “media company” and creating content in video, long form articles, and audio content. 

So now the questions are: 

  • What kind of content do you create if your page is about uplifting the African diaspora, Afropunkism, Bespoke dress, etc.?

  • Will it be entertainment based or informative?

And the bigger question to answer:

What do you hope they will get out of interacting with your brand? 

Off the top of my head, create content that touches on:

  • The ‘high/low’ in achieving a bespoke look on a budget

  • Book recommendations

  • Telling a story about American and African leaders of the past and present (Revisionist History style)

  • Tips about surviving and thriving in the music industry

  • Music production & performance tips

  • Podcast roundtable discussion: Black men of the world

  • Tips about getting your clothes tailor made

  • Jidenna’s mindset about connecting the African diasporas across continents

  • Giveaways

  • Leadership & Negotiation tips

  • Live streaming concerts (with behind the stage access)

 image from the  Rolling Stones

image from the Rolling Stones

And so much more.

But again, this is coming off the top of my head.

I’m sure the fellas would have a roundtable discussion to come up with a plethora of topics that they would want to address and present to their audience. 

And lastly, nothing will ever beat the tried and true practice of organic distribution through content marketing practices (in my humble opinion).

So that means, getting a team of people to help take your content and post it in other social media platforms like:

  • Answering questions on Quora

  • Posting in Facebook Groups

  • Posting in LinkedIn Groups (if applicable)

  • using HARO (when applicable)

  • re-writing and publishing your article on Medium.com ;c)

  • Using Tailwind & Pinterest

  • Creating an original article for a large blog, that has links back to your other content, etc.

Spending MONTHS chopping up video into 1-minute snippets for Instagram or YouTube. 

Chopping up video from an interview into a 4-minute bit for Facebook or LinkedIn.

Talking with the community via hashtags on Twitter and putting out content that adds to the conversation. 

Uploading your podcast content on Stitcher, Libsyn, Soundcloud, iTunes, etc.

And ALL of that. 

the longest list I've ever had.gif

I’ve said it before and I’ll say it again, you’ll most likely spend 20% of your time creating the content and 80% of your time distributing it.

And not for days, but WEEKS — which should, honestly, turn into months. 

RUNNING ADS: A NEW FRONTIER (for me)

When it comes to running ads for a brand or ecommerce store, I am N-E-W.

Though from what I’ve learned thus far, I’m intrigued to get with the program and accomplish 3 things for Fear & Fancy: 

  1. Growing the Email List

  2. Growing their Audience on their major platforms (Facebook, Instagram, the Podcast, Website, Snapchat)

  3. Making Sales (e.g., for any new albums that come out, merch, services they provide, etc.)

This is a good idea.
And it easily compliments my tried & true content marketing strategy. 

So let’s dig into it a bit.

THE RECONNAISSANCE

 Screenshot of Facebook Ad Insights

Screenshot of Facebook Ad Insights

I did a quick look at the Audience Insights of Jidenna.

Why?

Because if you’re going to run ads (or even create a marketing strategy) you want to know as much about your target audience as possible. 

This generic search told me a lot and answered the questions I would need to know to formulate an effective marketing plan.

Answering such questions as:

  • What other artists do they like?

  • What other Facebook pages do they like?

Screen Shot 2018-09-19 at 4.20.33 PM.png
  • What tv shows, podcasts, blogs, media personalities do they gravitate towards?

  • What’s their age range?

  • Are the majority of our followers men or women?

See the advantages?

SIDE NOTE:
Here’s something interesting I saw. 

When I changed Jidenna’s audience from “Just Men” to “All (both Men & Women)” — Jidenna is pulling in, almost evenly, from both sides. 

But especially the 25–34 crowd.

Screen Shot 2018-09-19 at 4.41.27 PM.png

Impressive. 

Should that determine what content to produce?
It’s worth discussing.

THE AD STRATEGIES

We can go into various types of ads to accomplish a plethora of results (e.g., building the email list, increasing sales, brand awareness, etc).

But again, I’m N-E-W to this. 
So here’s one of the first approaches I would make.

Example: List Building Campaign
Create an explainer video that teaches the audience how to accomplish a specific task. Keep it <1 minute long.

 Image from  PureWow

Image from PureWow

Have a CTA (Call to Action) at the end of the video (and in the video description) that will send people to a landing page that provides a sweet offer related to the video they just watched. 

Post it organically on Fear & Fancy’s Facebook Page.

And then I would test different combinations of ads to promote this video to: 

  • Warm audiences (people who know you and are already fans. Where the majority of the money would go)

  • Friends of Fans (Fear & Fancy has a sizeable fan base to try this)

  • Lookalike Fans

  • And Retargeting 

Each ad getting their fair shake of $3-$5 per day and re-evaluating their effectiveness every 2–3 days.

Would I split test ads?
ABSOLUTELY. You never know the copy that’ll have the most impact to get people to sign-up/make a purchase/leave a comment on your video or article.

Would I test ads for video AND images?
OF COURSE.

 L: Image from IG:  ohwawa_

L: Image from IG: ohwawa_

Historically speaking, video ads that autoplay do better than photo images.

“Marketers who use video grow revenue 49% faster than non-video users. Social video generates 1200% more shares than text and images combined”. -stats from Wordstream

But you never know until you test it out for yourself, right?

QUICK OVERVIEW:

The TL;DR to review.

1 — Create a theme for your Facebook & Instagram page & be one of the top go-to resources for all things in your arena.

2 — Facebook & Instagram ads are still your friend.

3 — Become a triple threat.

CONCLUSION:

I discovered Jidenna’s music a little over 1-year ago, and I’ve been a fan since. 

His first album, The Chief, is spectacular. 
My go to tracks that have been on repeat for that year are — “Chief Don’t Run”, “A Bull’s Tale”, “A Little Bit More”, and “Extraordinaire” — to name a few.

 Jidenna in Esquire Magazine // Yeah…this guy is a rapper.

Jidenna in Esquire Magazine // Yeah…this guy is a rapper.

Though what I personally enjoy most is his gift of storytelling, like at this presentation at the 2017 CFA Strategies for Empowering the Next Generation of Leadership on Africa.

Jidenna’s presentation starting at 8min and 17 seconds, if you care to watch.

As always, whether the creators of this account take my strategies or not, I wish them the BEST of luck!

Fear & Fancy and Jidenna are a part of the Wondaland Records Entourage. 
You know the leader of that tribe, The ArchAndroid herself — Janelle Monae.

I’ll always be a fan.

My prediction, just like all the articles in this series, if Fear & Fancy were to embrace these strategies, they would slowly see an increase in album sales, they’ll build a culture ON TOP of the culture they’ve already created, and other opportunities, and collaborations, will sprout from the work put in.

Long Live The Chief.


Welcome to my personal #7in30 challenge.

During this challenge I’ll be looking over (1) Instagram account and/or Shopify store every few days for 30 days , to analyze what they’re doing that’s great, and what they could improve on to increase brand awareness and/or their bottomline.

This series is designed to give ecommerce business owners, and anyone who is looking to build their brand, a springboard for your online & social media strategy — no matter what industry you’re in.

This series is suited for the beginner, or a seasoned business that’s finally taking their social media strategy seriously.

Fear & Fancy is #4 of 7.