Free People’s Digital Content Strategy

The saying “how you make others feel about themselves says a lot about you” can be equated to brands just as easily as people. An exemplar of this idea is Free People, allowing their customers to find inspiration in the many corners of the digital spaces in which they occupy.

Screen Shot 2015-04-05 at 3.38.10 PM

The clothing lines of Free People, Anthropologie and Urban Outfitters distinguish themselves as not only a fashion choice but a lifestyle. Each brand targets a unique persona, delivering content that suits that particular group’s interests and needs. For instance, the “Free People woman lives free through fashion, art, music, travel, and everything in between”. Their social media channels exhibit this statement with beautiful imagery, effortlessly building an inbound connection with users that inevitably results in high lead generation.

Screen Shot 2015-04-05 at 3.45.24 PM
Screen Shot 2015-04-05 at 3.46.01 PM

The main @freepeople Instagram account highlights individual locations such as @freepeopleboston or @freepeoplewestcoast, showcases their followers with user-generated content, and builds an online community with the hashtag #FPme. With the right photo, and the call to action “Click the link in our profile to shop this look”, many will be drawn to duplicate these styles and transform into a Free People woman.

Their BLDG 25 Blog and Pinterest channel are other platforms that create digital experiences for FP followers, so when they aren’t browsing a physical store, they will be browsing their phones and laptops at home while adding new dresses to their online shopping cart.

Screen Shot 2015-04-05 at 3.31.04 PM


Screen Shot 2015-04-05 at 3.37.02 PM

Stay free!

Leave a comment

Your email address will not be published. Required fields are marked *