06: slow fashion community growth
A fashion brand sought to grow its presence on YouTube and build a loyal audience around style education and trend insights. Despite producing quality products, the brand’s channel had low visibility, inconsistent engagement, and no clear framework for converting viewers into an active community.
I was brought in to design a YouTube-focused community strategy that would:
attract new subscribers through value-driven content
build a connected audience around shared interests & conversations
create sustainable growth without relying on paid ads.
the strategy
Conduct audience behaviour and content analysis to understand viewing patterns, drop-off points, and topics that inspired engagement
Design a video content ecosystem mixing evergreen tutorials, trend-led pieces, and interactive formats (e.g., discussions prompts, Q&As, polls)
Build a consistent content calendar supported by SEO-informed titles and descriptions to maximise discoverability
Develop community engagement rituals in the comments, live streams, and across connected social platforms to foster belonging.
the impact
Grew the YouTube channel by 722 new subscribers and generated 112,000+ video views
Increased watch time to 1,500+ hours, indicating deeper audience engagement
Built an active, community-driven channel where engagement peaks aligned with content launches and live events
Established a strong foundation for future growth through a sustainable evergreen content system.
kw. audience journey design, evergreen content frameworks, digital community growth