Why Storytelling is (Still) So Important | 2022 PR Trends
Audrey Jaggs, Brand and Communications Manager at cult fashion brand, Spell, joins Flaunter General Manager, Claire Deane in the fourth of our 2022 Trends in PR video series to talk about how brands can up their storytelling and sustainability game in 2022.
Interview Transcript
Claire Deane:
All right. So today I am welcoming Audrey Jaggs, who is the brand communication strategy manager at spell. Thanks for joining me.
Audrey Jaggs:
Thanks for having me.
Claire Deane:
No problem. So I'd love for you to share a little bit about what you do in your role for, and how you got to this point. What have been some of the milestones in your career?
Audrey Jaggs:
I guess for a little bit of background I studied PR and communications at university and then went straight into agency side at a fashion agency. That's definitely where I got my start and I guess my passion for comms and fashion and retail. I learned so much under I don't know if you know Adam Walling of Adam Wall PR, but I worked for him for five years and worked across amazing accounts like David Jones and really understood the strategy behind PR and fashion coms and working across, you know, six or so years of fashion week. And that kind of thing. I guess a couple years ago, I started thinking about what was next for me, and I really wanted to focus on working for one brand and really instill myself in the brand storytelling. And I guess being more across that journey from concept and design and inspiration all the way through to retail rather than just working in that process.
And I guess that segment of the process where you're sort of past a collection and already given it as a package and asked to essentially distribute it and work out how to best publicize that collection and tell that story. And I really wanted to just immerse myself in one brand has be really embodied in the business. And I guess their strategy as a whole working a bit more on sort of international strategy as well with us and European growth and brand building partnerships and collaborations, which I'm really, really passionate about. And so at that point I decided that's what I wanted. And I had a conversation with Adam and spell who was actually a client about at the time. Oh yeah. So I'd worked across account for a few years and essentially pitched the founders of the business and said, this is what I want to be able to do.
And I wanna do it for you. They're such an amazing brand and have always been an inspiration to me. And I guess working across their account over the last few years, I just saw so much opportunity with them. They're real, yes. People, which is super exciting and almost unheard of in this industry, people who are willing to give something a chance take risks, like they're definitely risk takers, which I think is a huge testament to their success as a brand. And I guess they took that risk on me. So, yeah, so I've been with them for almost three years now. As I said, a lot of that was meant to be sort of around international growth strategy, which has been a little bit of a tricky point over the last couple of years. But even, I guess what I've done in the last couple years in terms of tending to their back garden and really focusing in on that local core customer base here in Australia, which is a huge part of the success of the business has been really exciting.
And working within the parameters that we've had to find still exciting, innovative ways to communicate to our audience and stories and news with what we had to work with. So I'm pretty excited for this year. Everything looks like it's back on the table, again, it express. So we've got some big things in store and I'm excited to get started on it all.
Claire Deane:
Amazing. So, I mean, obviously spell known around the world for their storytelling. And I think it might have been at a Vogue codes event possibly. One of the founders spoke about how they often described their story as having three characters. So there's the two founders and then Byron bay where they're located is kind of described as the third character in this story. And that's really integral to their communications and storytelling. I'd love to know how have your ideas on how to tell a great story evolved since working the spell.
Audrey Jaggs:
Yeah, that was one of our founders. And I completely agree with that, but the spell story is a really important one and it's so intertwined in the brand and the product and everything we do both, I guess, the journey like the foundation story of how the brand begun, but also sort of how far it's come during that time. Both our founders were really early adopters of Instagram, which I know feels a bit of a stale story, but I think it really is a Testament to where that storytelling began. Because they were adopted so early, they created this really strong consumer and community base that was so invested in the brand and the founders and the story I think, felt so involved in where the brand was headed and invested in their success.
And I think that's a real Testament to this success that we've seen in the brand today. I think also that storytelling has allowed for complete transparency, which I think is so important for brands and really leads to those loyal customers when you are very honest with them, very transparent. Aren't trying to hide anything. And I think in the last few years that's been especially important with COVID. And I think it's shown that it works because we still have our customers that are here today. They've stood by us. And I think a big part of that is their investment in the spell story. I think also that storytelling, it essentially allows so much authenticity with your customer base, our customer. I think our biggest advocate for our brand is our customers. And then passing on by word of mouth, to other friends about the brand and letting them in on their secret that this is the brand to watch this is a brand to follow. This is a brand to wear. And because they're so involved in the brand, storytelling are able to clearly communicate who we are and what we stand for to other people. And I think that's why we have such a clear identity in this market. And I think that all comes down to that early adoption of storytelling and that really honest, transparent tone voice.
Claire Deane:
So storytelling isn't new as a marketing tactic. But how do you think that storytelling has changed in 2022? You mentioned, over the last couple of years with COVID with all of the stuff that's happening in the world at the moment, how do you think that storytelling has changed in recent years? And what do you think consumers are expecting from brands?
Audrey Jaggs:
I think that trends and that honesty is what people are looking for. I think the brands that have stood by are still strong on the have come out on the other side of this are those brands who have been honest with their community have said, please stand by us. This is what we're going through. We're all in this together and created this real comradery. You know, I think it goes both ways. And I think our customers know that. So, you know, there's times during COVID where we've had to ask them to accept delays canceled products, product, selling out all these, issues with shipping, all these kind of things. And I think those customers understanding us then, and then we then have interns supported them when they've needed. So, we've had customers reach out because they're also connected that sort of network of customers and community who speak to each other regularly, even outside of our business and create real relationships, real friendships through the brand, they might reach out to us and say, so this amazing customer who's loved you forever lost her job doing COVID or this nurse who is such a fan of spell and has been working all these hours and been having to wear PPE and we've done what we can to reach out and support them back, whether that's sort of keeping them in the loop on our V program, even though they've been unable to shop with us for last year for, for reasons or otherwise, or whether that's us getting them that piece, that they really wanted, that it sold out.
So I think it really is a two-way relationship with us, which I don't think is very common for brands. I think it's specifically unique for spell. But again, I think more and more people will expect that transparency. And I guess, following through on any words and promises and I think holding brands accountable, I think there's been a lot more call out culture in the last couple of years, whether that for greenwash or for you know, ripping off designs or not create whatever that might be. I think people have a longer-term memory than the internet is forever. So anything you put out there, it won't be forgotten easily. And I think brands are being held account all for that. So I think it's about putting your money where your mouth is and following through on the promises that you're making to your customers.
Because that's what we think is our biggest strength and our biggest weakness as a brand is a customer base is so strong, but they will let us know if they're not happy but we will not, we'll be aware of it. And it really holds us to account, which I think is pretty incredible. So I think there's some exciting things happening with storytelling this year, but I think again, it's about being transparent, being honest. And I think being very adaptable, which I think everyone is pretty aware of in the last couple years. Like I think everyone's pivoted about a thousand times. I think for us, it's actually been a bit of understanding that it's kind of about throwing the book out the window a bit. We had tried and tested ways of doing things where that was product launches, collection launches, whatever that might be.
Audrey Jaggs:
We've come to realize that you can't really stay still in this era. You kind of have to adapt to any situation. We have to be ready to completely change our strategy week to week. We might have a product launch ready to go. And then, you know, the floods happen or fires happen or COVID happens or whatever. So I think it's a bit about being very adaptable, not letting things keep you stagnant, flexibility. And some of that's actually been to our benefit in the last couple years, us understanding that we have to be more flexible has given us the opportunity to create opportunities for ourselves that in the past we said, we can't do that. We need 12 months notice this is the way we do things and that's sort of not in the vocabulary anymore. So yeah, I think adaptability, flexibility and transparency are what I would say are on the cards for storytelling.
Claire Deane:
Amazing. And so spell is also really known for their sustainability story, they're super open, transparent with all of their sustainability with their journey. Do you do as a brand, if you're still on the journey towards operating, sustain sustainably, like how can you be transparent if you're actually not as far along as someone like spell is?
Audrey Jaggs:
I think, yeah. And I think it's interesting because there's pretty much no fashion brand out there that is sustainable. I guess retail at its core is based on consumerism, which obviously is adverse to sustainability. So I feel like I've said this well thousand times, but again, the transparency I think is key. And I think it's also about not trying to fit a square peg in a round box, like find the points that are relevant to your brand. Don't try and be everything to everyone. What is it that you're doing well, I think putting yourself out there is supported. I'd hate to think about the amount of brands that don't try or don't communicate because of a fear of being called out. So I think it's about being honest about where you are in your journey setting yourself realistic expectations.
What can you change? What's realistic and being very clear on what those gives, aren't holding yourself accountable, whether that's sort of internally or externally, spell for example, or audited annually by an external body on our sustainability targets. And obviously we don't always hit those, but we make them measurable so that we can be held accountable to them. And I think it's also about finding which for the right, which I guess pillars of sustainability are most important to you and how can you make the most effective change in those pillars? So whether that is about your people and your supply chain and your ethics and your factories and your workers, or whether that is in terms of the planet and your contribution and giving back and your carbon footprint and you know, your fibers and all those kind of things.
Where can you make a difference? What is a measurable change you can make that is reasonable to you? Like everyone understands that we're all trying our best. And I think people understand that. So I think as long as you're being clear about what you're trying to achieve, how you're going to achieve it, and then whether you have achieved that or not. So I think that's really important. Sustainability is expensive, which I think a lot of people don't realize. It's a really expensive task to take on as a brand, especially if it's not in your core foundation from the beginning to build sustainability into a fashion brand that hasn't been there from the start it's really hard because you either then have to take on new suppliers or convert your suppliers to take on those changes themselves. So it's a really tricky thing to do and a really tricky thing to report on and manage, especially during COVID where we're unable to visit our suppliers and factories and see for ourselves it has been trickier than usual, but we found ways of doing it. So I think firstly brands should try, I think trying is important and to not try for fear of failing, would be such a shame for everyone and I think just to try and find what can you take on that is reasonable and measurable in that you can change within your business and being very clear and honest about that with your community.
Claire Deane:
Do you think brands underestimate how savvy consumers are in wanting to hear that information? Because, I mean, obviously it's been something that's been built into the spell DNA and they're always communicating and telling the story about what they're doing and the journey they're on and all of that kind of thing. Do you think some brands kind of shy away from that? Because they think the consumer doesn't care or that the consumer can't absorb that information?
Audrey Jaggs:
I think it's about finding the right tone of voice for your customer. Each brand has a different customer DNA and they prefer to receive information in certain ways. So I think it's about finding the way that they like to receive that information best and that engages with them. So whether that's visually, whether that's graphics, whether that's video, storytelling, whatever that might be, it's about finding the best way to communicate that information to them. I think as I said, every customer has a different profile and everyone has their own sustainability tone of voice. So it's about finding your own tone of voice and how to communicate that back to your customer. For example, like right information in the US have always done this really well, but their tone of voice when it comes to sustainability is very sexy.
It's all about making sustainability, sexy, which I love. And at spell, we've always looked them and thought, wow, they do this really well, but that tone of voice wouldn't work for our customer and it wouldn't feel authentic to our brand and our voice. So I think it's about finding out how you communicate that information that feels authentic to you as a brand and how your customers will best receive it. I think brands are aware that customers do want this information more and more because they're asking for it. They're not shying away from it. They're asking us these questions. I know as I said with spell in particular, when we do a Q&A they'll ask us what fibers are made from where they're produced, all that kind of stuff. But I think you'll find it's happening more and more across the board. Like my mom is onto where her products are made in when she's shopping in the country road, she wants to know where pieces have been made from. So I think the customer is pretty savvy and they can get the information. So if you can give it to them directly, then that's your best bet.
Claire Deane:
Awesome. And how do you think that brands can really stand apart with their storytelling? What is the thing that makes a brand story stand out?
Audrey Jaggs:
I think again, it's about authenticity and it's about finding what suits your brand. So, you know, if you've always created beautiful campaign videos, how can you weave your sustainability messaging into that? If you've always done fun reels and try ons, how can you weave your sustainability messaging into that? If you've always done sort of voice to camera speaking to your customers directly answering their questions or lives or whatever that is, how can you weave? So it's about, I think it's about weaving your sustainability messaging into the strongest content you already produced for your brand. So, you know, what is your strongest content? Are you portraying that? And can you infiltrate sustainability into that? That's something at spell we've tried to do over the last couple years is not isolate sustainability to be this own insular project that we communicate on its own.
How can we integrate it into everything we do, whether that's sort of media pitching about a product launch, whether that's talking about the new pieces launching whether that's in our EDM whether that's on the website, how can they find that information best in everything that we do rather than creating this singular entity for it? So I think again, it's about what feels authentic to you? I don't think there's a best way of telling that story and I think it all comes down to the brand and their DNA. But also I think have a bit of fun with it. I think sometimes people can take sustainability seriously, and I completely understand where that comes from because it is serious. But if you take it a little bit more lightheartedly, it is a little bit more digestible for your customers.
Another way we've done things in the past is we take your strength. So for us, we've always had a really strong influence network of essentially unofficial ambassadors for the brand who again, same way of spoken about our community in the past, who are so engaged in our story have sort of pushed, you know, conveyed our message for us authentically to their consumers and their followers. So how can we get them to also talk about our sustainability journey? So is that something we've done in the past as well is when we've looked at rolling out our sustainability strategy. Okay. Well how about our pay partnerships with influencers? Can we get them to integrate this messaging in a way that feels authentic to them as well, and essentially that might be then touching a new customer because as you said, the customers who follow our account are pretty savvy. They're pretty on to it. You know, they know what we're doing and where we're at, but maybe some of these influencers we work really closely with maybe their followers aren't as aware. So maybe this is new information for them, and that's essentially amplifying that message further for us. So not just amplifying,
Claire Deane:
Not just amplifying it for you, but for the industry as a whole, you know, totally these influencers might have audiences that might not have thought about whether fibers come from and just that education and leveling up the industry as a whole, encouraging them to ask questions ultimately is beneficial for spell, but beneficial
Audrey Jaggs:
For the industry as a whole. And that's a question we've asked internally in the past, should we only be working with influencers who only work with sustainable brands, et cetera, don't work with any first fashion. And I guess my answer to that is no, because if we're only working with influencers who are sustainable, then their followers are probably also already on that journey. And we're essentially just shouting with an avoid of people who are already aware of the issue. So I said, maybe these people aren't perfect and maybe they are making some mistakes, but it might not only help them learn and take them on that journey with us, but also take this new audience on that journey as well. So that's kind of our approach to partners when it comes to sustainability
Claire Deane:
And wrapping up an educational in a message that is more palatable and fun and entertaining.
Audrey Jaggs:
Totally, definitely.
Claire Deane:
So how do you think that the channels available to brands in 2022 have changed storytelling? So TikTok and the metaverse and all of those tools that are constantly kind of coming out, how has that changed the way that you tell stories at spell?
Audrey Jaggs:
I think it's changed in that we've realized you can't just package up one piece of content and lay it out across seven different channels. I think due to resources, both in terms of staffing and budgets, that it has something we have lent into in the past is creating sort of one piece of content and then just repackaging it rep for every different platform. That's possible, but it often doesn't translate. So I think we're realizing that more and more is that the more you can create unique pieces of content that best serve that platform, the more successful that piece of content will engage people, the more people you'll reach. So I think that's something we've realized, and I think it's about finding the right pieces of content and the right messages and then the right platform to convey that buyer.
So for example, with TikTok, we know they're not going to be, for example, on Instagram, we might do. They're very visual and they like things to be very curated as you know, and really designed. And that's always been I guess our primary platform and where we're very comfortable in. So if we're conveying our stable message there, we can sort of use graphics and design up tiles that show the fiber content where it's come from and the factories and the suppliers and all those kind of things. Whereas that kind of graphic content won't translate for us on TikTok. And that message is probably not right for that audience. I guess instinctively our TikTok audience is younger as a younger demographic. So we're trying to think what sustainability content will be of to them.
And how can we package that up in a way that's appropriate for this platform. And for us, we found things that are a little bit more community based, a little bit more authentic, like maybe that's sort of like behind the scenes with our design team that might translate really well a day in the life of what our sustainability manager does. Anything that's sort of really more community-driven, like a BI swap sell type event that we often have with our community, where they can bring and BI swap and sell their own spell products from their wardrobe. And I guess and then I guess that sort of lends itself to that circular economy. And I guess just helps us as a brand create that pillar. So I think it's about finding the right pieces of content and packaging them in a way that translates with that platform. I think there's a lot of buffer opportunity. But I guess it all comes down to what people have in terms of their resources. If you find one platform is working for you, just focus on that, don't try and be everything to everyone. Not everyone can be, and I don't think anyone expects it. So I think focus on your strengths and telling your story there.
Claire Deane:
Which platform are you doubling down on at spell? Are you really doubling down on TikTok or are you finding that Instagram is still where your core business really is?
Audrey Jaggs:
Instagram is definitely where our current customer base is. So we're definitely focusing there on the customers that we have, and they're already there. They're already engaged with us, even on Facebook still. We have really strong Facebook groups, interesting. Both brand run and consumer run and we're involved in both of them. So whether that's sort of for our VIP customers or one that they're running themselves and you know, we use those channels to give them sort of private content or sneak peeks, those kind of things. We can also give them much more deep product information that they are searching for that our entire Instagram following might not be interested in and might just skip past. It allows us to like directly share that more detailed product content, the people who actually want to hear it.
Audrey Jaggs:
And we can give them a bit more of an unfilled version of us because it doesn't have to be that super Instagram content. Whereas on Instagram, it's still about that really beautiful visual storytelling for us. And then we're looking to TikTok for potentially that new customer, that younger customer who might not be following us on Instagram, who still, I guess, trying to find out who she is and how to best speak to her, but because essentially our core customer base might not be on TikTok. It also, won't put them offside by us trying to do something a bit different, trying a different tone of voice, playing around a bit with the brand and having a bit of fun is kind of what we're trying to do on there at the moment and seeing what sticks
Claire Deane:
Awesome. It's kind of the ultimate from a storytelling perspective, isn't it where you can almost hand over story to those user-generated Facebook groups and things like that, and the message isn't getting lost. It still maintains its integrity, even when it's not being held closely by the brand. So it's an amazing achievement.
Audrey Jaggs:
Exactly. And as we said, it's the perfect way to have that two-way conversation whereby we can share information with us, but we can share information with them, but they can share information with us. We can poll in there, sort of ask them, which prints do you want to see us rerunning? Like for, for them, they're getting to have their say, which they want. And for us we're getting that really valuable custom information direct from their mouth.
Claire Deane:
Amazing. So what are you most excited for when it comes to storytelling in 2022?
Audrey Jaggs:
I think I'm most excited about the opportunities that should be holding that's, you know, better available to us this year with travel reopening spell has always been I guess travel has always been such an integral part of spell as a brand. It's a core part of our identity. So I think being able to do that again and, you know, visit our suppliers, see for ourselves how they're faring, just go to the US and visit our US customers again, and reignite those relationships, something we're really, really excited about. I think people will be raring to see travel content again. I don't know how many times we can probably show the same streets as Byron before it gets a bit stale to them. So I think people will be really, really excited about travel content.
However, I guess COVID has also opened our eyes a bit about what's possible to do from a distance, I think there will be things that were initiated in reaction to COVID, whether that was, you know zoom events with our customers, or more virtual applications to projects. I think there will be some, some parts of those that we will see remain. And you know, yet things we've tried that have really worked for us. I think I'm really excited about travel and I think collaboration is gonna be really exciting this year. I think brands are in really yes mode at the moment. Everyone just seems really keen to try something new, give things a go. And this real sense of we're seeing just such a sense of optimism from people and in what's to come.
And I think just opportunity opening up again has really excited everyone. In terms of our sustainability story, again, I think just this real sense of collaboration. I think people have often held their cards very close to their chest when it comes to sustainability and research, because it is a really expensive exercise. And I think more than ever after what we've seen over the last couple years, everyone just wants to bond together both as an industry and as a community to help each other succeed. Because I think everyone knows if you know, the Australian retail fashion community is to succeed and get through this, it's going to be together, not alone. So yeah, I'm really excited.
Claire Deane:
Awesome. And so final question. What was the last thing that you Googled for work?
Audrey Jaggs:
Oh, do I need to check? I think it was actually flight prices to LA.