Ugly Marketing in Progress

Ever wonder how a simple viral moment can become a brand strategy? Alexander Wang LLC did just that with hashtag#Wangover, turning a one-off viral video into a powerful series that resonated with audiences through transforming strangers on the streets of NYC. ✨ By taking one idea and running with it, Wang's brand rides on the train of virality by creating an outlet for those who enjoyed the original video, by tuning it into their series. By creating content that resonates with viewers, we can see a slow transformation of how luxury fashion brands are joining the wagon of becoming content creators, and vice versa.

In this series, AlexanderWang shows show real people, and an emotional transformation—just like What Not to Wear—brands can connect with their audience on a deeper, more human level. This "before and after" appeal captivates viewers, makes the content relatable, and drives engagement.

Today, Gen Z is taking over the digital space and is the future of our consumers, so marketers need to evolve to cater to this audience. By turning content into a story, just as creators do, brands can build strong emotional connections that boost engagement and create lasting impressions.

Now is the time to start if you're not already creating storytelling-driven content.

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