Brands are great at selling product but sometimes fall short when telling stories that go beyond “advertorial” content. So when a brand aligns with a talent to help tell an authentic story, I get excited.
Talent passions must align with brand values
Brands can find talent and build meaningful content partnerships. Devin Graham, aka Devin Super Tramp, is a great example of a talented filmmaker who naturally encompasses the value of brands like GoPro, The North Face, and Red Bull with his infectious enthusiasm for outdoor adventure, great music, and high-end video.
About Vooray: “We LIVE to enjoy every minute of life. We RIDE, run, swim, work, jump, surf, bike and whatever else, because we love when our hearts beat just a little faster. We PLAY because you can’t take yourself too seriously after you work so hard to get there. Life is too short not to have fun every second.”
Show, don’t tell, your value
Our own Drew Davis had an opportunity to speak with Devin recently. Devin indicated that the relationship with Vooray happened very authentically through a friendship, and most of his brand relationships begin in the same manner. A brand sends product to sample and possibly to be included in a video. In order for it to even be considered for inclusion, Devin has to “believe 100% in the product.” Devin oftentimes even offers to create his first video for a small sponsorship fee that mostly covers travel so that the brand can fully realize how valuable his videos can be.
Selling product does not mean selling out
“I have to believe 100% in the product.” —Devin Graham
Devin is proud to align with the brands he works with and is thrilled when it leads to sales.
Because the relationship is authentic and the story is real, he is not trying to pretend the video is not a promotional tool for a product. For example, Go-Scope sent him their product to try in a video and reported back to him, the day after the video was posted on YouTube, that Devin “put Go-Scope on the map” and they “tripled sales in 1 day.” Selling is not selling out.
Making the most of the relationship
With over 275K YouTube subscribers and over 51MM video views, it is no surprise that Devin is already aligned with brands like clothing company Vooray. However, the integration is almost too seamless. I never know if a DST video is for Vooray or if a Vooray video posted was shot by DST. As a brand and as a talent, make sure the value of the partnership goes beyond the content being created. The value is in aligning your unique values in a way that exposes each of you to the other’s audience, authentically, no matter who ultimately paid for the content to be created.
How can the right talent help you tell your story? When the brand and the talent encompass the same philosophies and make compelling content it should not only increase awareness for the brand but increase sales, too. No matter whether brands hire talent and create a relationship over time or curate content that fits their brand values, it is important to make sure that there is an authentic alignment of values and stories that both want to share.