Hi, it’s Sam! 👋

Today, we’re diving into the strategy behind True Classic’s content marketing.

Content Breakdown

True Classic 👕

True Classic wants its customers to know that their products fit perfectly, are comfortable, and are reasonably priced. Let's take a look at a few videos I picked from their Instagram.

1️⃣ Dad’s Intervention

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In this video, The dad has been wearing the same clothes since 1990. His family decides to step in and convince him to change. His son gives him a True Classic T-shirt, which fits perfectly. At first, the dad is unsure, but when he sees that True Classic has clothes for every occasion and how comfortable they are, he agrees to try something new.

2️⃣ Airplane

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In this one, three passengers are sitting on an airplane when a part of it suddenly bursts open. Their clothes tear off and fly away. The air hostess tells them to check a compartment under their seats, where they find True Classic T-shirts. Even though each passenger has a different body type, True Classic T-shirts fit everyone perfectly. The characters represent various body shapes, showcasing the brand’s wide product range and versatility.

3️⃣ First Meet

The main character meets his girlfriend’s dad for the first time. The dad doesn’t like the outfit he’s wearing. The character explains that he’s wearing a True Classic T-shirt, but the dad points out his baggy jeans and bad outfit choices. The dad then suggests wearing True Classic jeans and a blue jacket, explaining that they fit perfectly and aren’t too expensive.

Why it Worked!

True Classic focuses on delivering reasonably priced clothing that fits well and feels great. Through their content, they effectively address the pain points their brand is solving for their target audience in the following ways:

Focusing on Pain Points

Everyone has a unique body shape, and finding a T-shirt that fits both our arms and body perfectly can be a challenge. 🤔

I often struggle to find a T-shirt that’s just the right fit – sometimes they’re too tight, other times too baggy. True Classic addresses this issue by offering a product line that’s designed to fit all body types perfectly. 👕

In the first two videos, the brand emphasizes the perfect fit of its products. The first video focuses on the fit around the arms, while the second showcases how their T-shirts cater to different body types.

Another common concern is comfort. True Classic subtly highlights the comfort of its products. For instance, at the end of the first video, the dad acknowledges how comfortable the clothes are. Similarly, in the third video, the chinos are subtly highlighted for their comfort through subtitles.

Lastly, affordability. In the third video, True Classic shifts focus to the quality of the outfits. They use subtitles to mention specific product names and highlight that the total cost of the outfit is under $110, reinforcing the brand’s message of both affordability and quality.

Funny Sketches

You can make content around pain points and be direct with your users, but adding humor to the mix can make it more entertaining for the audience. 😄

True Classic makes sketches that are funny and entertaining enough to make viewers watch till the end. Creating scenarios like an intervention, airplane emergency, and the first interaction with your potential father-in-law can make the audience not expect what is coming next.

If you have seen the 2004 movie The Notebook, starring Ryan Gosling and Rachel McAdams, you will recognize this scene.🎬

Here is a parody of this exact scene made by True Classic.

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If you can come up with a script that perfectly integrates your product in a way that doesn’t seem forced, then you can easily catch people’s attention, just like True Classic’s sketch videos do.

How You Can Create Content Like This

• Create Content Around Pain Points

  Identify your audience's common problems and show how your product solves them. Use customer feedback and market research to highlight how your product improves their lives, making the content more relatable. 💡

• Create Entertaining Videos Like True Classic

  Use funny, relatable scenarios with unexpected twists to engage your audience while naturally showcasing your product. Keep the message clear and simple, avoiding forced promotion.

  Hire an agency or build a team to help create the videos. If you have a script, your team can act in the videos, it can create an authentic brand image. 👥

Resources for this Week ✨

• Something to Watch: The Art of Persuasive Storytelling – Perfect for marketers who love storytelling. 🎥

• Some Theory: The STP Model – A key to understanding market segmentation. 📚

• Something Interesting: Faster Than A Ferrari 🚗

• Some Prompts: ChatGPT Prompts for Marketing Strategy👇

Act as a seasoned marketer with years of experience in market analysis and strategic planning. Compile comprehensive data on market trends, competitor analysis, and consumer behavior in the specified [niche]. Your task involves conducting in-depth research using various methodologies, including online databases, surveys, and industry reports, to gather current and relevant data. Analyze this data to identify key market trends, understand the competitive landscape, and gain insights into consumer preferences and behaviors. Your analysis should culminate in a detailed report that includes actionable recommendations for strategic decision-making. The report should be well-structured, with clear headings, charts, and graphs to illustrate your findings, and it should provide a thorough understanding of the niche market to inform future marketing strategies and business development plans.

Social Syntax is a weekly newsletter designed to simplify social media marketing for new marketers. Each issue breaks down high-performing content, shares actionable insights, and offers practical tips on how to implement effective strategies. With fresh resources, expert theories, and content ideas, we help you grow and improve your marketing skills every week.

📩 Delivered every Monday at 4 PM.