Aeden is an Amsterdam-based menswear brand that blends streetwear and classic style. Known for their high-quality fabrics and elaborate graphic prints, the brand is committed to ethical and responsible production.
As the Marketing Manager, I joined Aeden as the brand was shifting focus from B2B to D2C after four years of existence. I crafted their first Social Media Strategy deck, which included in-depth competitor research, tone of voice guidelines, social media opportunities, and content pillars. With a solid strategy in place, we began planning photoshoots and rolling out content. The results below are the initial fruits of this partnership, aiming to embed Aeden deeper into culture and elevate its relevance in the D2C market.
Role Marketing Manager Date May 2024
Aeden x Sjoerd Kist
We took wine influencer @sjoerdkist out for lunch at Kikkie’s, our favorite natural wine spot in Amsterdam, which just happens to have the best smash burger in town.
For this concept, I worked on the concept, casted the talent, wrote the script, and produced it alongside our intern Alec.
Despite the challenges we faced with a tight timeline and an unexpected construction going on right next to the restaurant, we managed to shoot this social concept in just under 2h.
This piece alone has reached over 140 hours of watch time and 60,000 plays in its first 4 days online—33 times more than Aeden’s reels were getting before implementing my new social media strategy.
DOP Lyanne van Berg Talent @sjoerdkist Production Assistant Alec
Special thanks Simon and the whole team at Kikkie’s.
Aeden x Thomas van Opstal
For this social piece, I created the concept, casted the talent, wrote the script and interview questions, and produced it as part of the brand new social media strategy I developed for Aeden. This content lived on the brand’s Instagram account and was also repurposed for their TikTok.
DOP Tjeerd Braat Talent @thomasvopstal
social campaign for ss24
creative direction & casting: fabrizzia de toni
DOP: julia van rijn
styling: jaimy van leur
assistant: cagla guller
