Content brand of the week: Nasty Gal, the brand with big personality and micro content

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That’s not a very nice name.

No, but that’s kind of the point. Nasty Gal is a fashion brand named after an album by funky/soul legend Betty Davis. The reason the brand chose Betty’s album to pay homage to was, as the brand itself says:

Betty Davis, the patron saint of badass women, was known for her unapologetically sexy funk music which comprises our vision of femininity

Ok. I’m expecting some unapologetically awesome content to back up a bold statement like that.

Let’s start with the blog then, a veritable treasure trove of awesome. The e-commerce experience that the brand offers is hugely enhanced by its onsite blog, which is run by handpicked editorial superstars Yasi Salek and Steak Anderson (there may be more but these were the two names that kept rising to the top), who have both created their own editorial projects that definitely tally with the Nasty Gal philosophy. We assume Nasty Gal scouted them and they’re now salaried members of the crew. The benefit of having such strong personalities take the helm is that they not only bring with them a ready-made following, but they also express themselves (and by association the brand) in an authentic way.

It’s not so much blogger outreach as blogger conversion?

Exactly. Nasty Gal, instead of wasting time pinging out press releases to uninterested bloggers, has gone the whole hog and brought the bloggers into the brand. When you read the content the personality shines through. As it does in the little bits of display copy and micro content on the site.

Micro content? Is this a new buzzword I’m going to have to learn.

Definitely not new (although it may be unfamiliar to some marketers), but yes I’m afraid you will have to learn it. Micro content is how content marketers refer to the little pieces of instructional or directional content that guide or steer the consumer’s user journey. We’re talking about things like ‘Check out now’, ‘Sign-up here’ and so on. Getting the little things like that right can be an incredibly effective way of increasing the overall efficiency of your online presence. If you can get your consumer to do whatever it is you want, and preserve your brand tone while you do it that’s an even bigger win. I’ll show you what we mean:

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We liked this little CTA for a consumer survey. Much better than the usual templated ‘Please fill out this survey, thanks. Sincerely, [INSERT BRAND NAME HERE]’

Screen Shot 2014-08-28 at 17.28.24And this is a nice twist on the ‘add to basket’ / ‘add to wishlist’ function we’re used to seeing on e-commerce websites. By tweaking the language Nasty Gal has made this area of its site, usually a bland and predictable one, that little bit more surprising and delightful.

I think I’ll be adding Nasty Gal to my list of brand crushes at this rate.

Nasty Gal’s particular flavour of over the top brashness might not be popular with everyone, but you can’t deny that the brand communicates its personality consistently. Even the product descriptions sing out with individuality.

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And is all this content, micro and mega, having an impact?

For sure. The brand has gone from a one-woman Ebay store to the US’ fastest growing online retailer in a few short years.

Gal power!

Where next?
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More from Tom Owen
Previous CBOTWs
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Author: Tom Owen

A strategic storyteller and compelling content creator, awash with acuity and adept at alliteration. I work for Speak Media.

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