E-commerce videography: How Built Different Boosted Sales with Engaging Video Campaigns
Background: Creating a New Standard for E-commerce Video Content
Built Different, a trailblazing menswear brand, has redefined plus-size fashion with comfortable, confidence-boosting basics. Their premium T-shirts, polo shirts, and underwear cater to men seeking the perfect fit without compromising style.
When Built Different approached us, they were looking to revolutionise their video marketing strategy. They wanted dynamic, engaging content that showcased their products while building a personal connection with their audience. Through a collaborative partnership, we developed a video campaign that blended humour, authenticity, and social media expertise—delivering exceptional results.
Target Audience: A Relatable Approach to Men’s Fashion
The brand’s target demographic is plus-sized men aged 30 to 50, many of whom are on weight loss journeys or are simply “built differently.” These men value premium, well-fitted basics that offer comfort and confidence, free from the limitations of mainstream fashion.
Built Different connects with their audience through relatable advertising, primarily on Meta platforms like Facebook and Instagram. The ads, which balance humour and authenticity, feature the brand’s CEO, Mark—a relatable figure who shares the audience’s challenges. Mark’s story of designing the “perfect plus-sized T-shirt” resonated deeply, helping the brand stand out in a competitive market.
By responding thoughtfully to both positive and negative comments, Built Different has fostered a loyal community that identifies with their mission. The ads’ comedic tone, particularly in the CEO-led campaigns, has been a key driver of engagement and conversions.
The Challenge: Creating Relatable and Engaging Video Content
Built Different approached us while transitioning from a previous video agency. Although the agency had delivered polished content, they struggled to develop concepts that balanced humour with relatability—two key elements needed to engage Built Different’s target audience effectively.
Additionally, the client required a team that could:
Direct both professional models and real customers with little to no camera experience.
Create content optimised for Meta platforms, understanding the nuances of aspect ratios and cropping requirements for social media ads.
Take creative initiative, ensuring each shoot delivered high-quality, engaging footage while allowing the client to focus on their products.
Our Solutions: Tailored Video Production for E-commerce Success
1. Developing a Captivating Brand Narrative
We transformed Built Different’s CEO, Mark, into the face of their video campaigns. By featuring his journey to create the perfect T-shirt, we crafted a relatable and humorous narrative that resonated with the audience. This approach turned Mark into a brand ambassador, boosting audience trust and engagement.
One ad, filmed spontaneously at the end of our first shoot, became a standout success—driving over 5,000 orders on its own.
2. Expert Direction for Non-Professional Models
Many of Built Different’s models were real customers answering casting calls. Drawing on our experience, we provided clear direction to make them feel confident on camera. By managing the models effectively, we reduced the client’s workload, allowing them to focus on ensuring the products looked their best.
3. Social Media-Optimised Production
Our expertise in social media video production ensured that all footage was adaptable to Meta’s platform-specific requirements. We framed and captured content with cropping needs in mind, ensuring that the client could repurpose the footage seamlessly for various ad formats.
While the shoots for this project took us to locations in Surrey, Crystal Palace, and Birmingham, the pre-production and post-production stages were carried out by our Leicester-based team. As a company offering video production in Leicester, we bring nationwide experience to every project, ensuring that e-commerce brands across the UK benefit from high-quality video campaigns.
Results: Data-Driven Success for E-commerce Growth
Our collaboration delivered exceptional results, proving the power of well-crafted video content for e-commerce brands:
285,000,000 ad impressions (year to date).
Over 62,000 orders generated directly from ads.
The CEO ad alone achieved 5,000 orders and over 15,000 reactions on Meta platforms.
Ongoing repeat work due to the success of the initial campaigns.
What Built Different Says About Us
“We have done 4 different video shoots, and every single one has produced amazing results. We are a fast-growing menswear brand and couldn’t have done it without Jasper. The content he has produced is a key reason why we are growing so fast.”
Why E-commerce Brands Choose Yellow Glove Productions
This case study showcases the transformative impact of targeted, authentic video content. Whether you’re looking to launch a new product, drive engagement on social media, or establish a relatable brand identity, we can help.
At Yellow Glove Productions, we specialise in creating video campaigns that deliver measurable results for e-commerce brands and marketing agencies. With a deep understanding of social media platforms and a knack for storytelling, we help brands like Built Different connect with their audience and achieve their growth goals.
Let’s Bring Your Brand to Life
Are you ready to create engaging video content that resonates with your audience and drives results? Whether you're an e-commerce business or a marketing agency, we’d love to help you achieve your goals.
📞 Contact us today to discuss your next video production project, or visit yellow-glove.co.uk/contact to learn more about our services. Let’s turn your vision into impactful video content that delivers!