Video — Apricotton testimonial for Creative Export Strategy
Transcript of the video — Apricotton testimonial for Creative Export
Video length: 00:3:01
[Lively music begins as the video opens with aerial and street-level views of downtown Toronto and vibrant city streets, interspersed with photos of a modern workspace and a bag with Apricotton printed on it]
[The text Creative Export Strategy and Apricotton appears on screen]
[Two young women seated on tall stools in a large, brightly lit, modern apartment take a selfie. A cameraman claps a clapboard to mark the start of the interview]
Jessica: I'm Jessica, I'm the CEO.
Chloe: I'm Chloe, I'm the co-founder and COO of Apricotton.
[Views of Toronto’s iconic CN tower and skyline]
[Jessica and Chloe seated in the apartment]
Jessica: We started Apricotton after I took my 12-year-old sister bra shopping for the first time, where she hated wearing training bras. And we went through the exact same thing ten years ago, and nothing has changed.
[Jessica and Chloe are seated at a table. Jessica draws bra designs, then she and Chloe discuss the designs and look at bra prototypes]
[Jessica and Chloe speak to the camera]
Chloe: We really wanted to design something that was specifically made for teens. We asked over 100 girls what they wanted in a bra, and we discovered that 86% of girls say that they would benefit from getting puberty advice from people who've recently gone through it themselves. And so because of that, we started a community on social media.
[Clips transition between Chloe recording Jessica setting up a table with design notebooks and different coloured bras, Chloe and Jessica reviewing designs, bras and marketing material and the two women speaking to the camera]
Jessica: We grew our community to 170,000 followers, where I'm personally committed to being a big sister to help girls through puberty.
[Chloe uses her cellphone to record Jessica showing her design notebook, then the two review the footage together]
Chloe: When we first launched, we were really focused on just social media, all organic marketing.
[Jessica and Chloe speak to the camera]
Chloe: And as we were getting more and more demand from social media, especially to launch in the US and the UK, the actual marketing side of it was a huge challenge for us. We were struggling to have a budget for ads, for professional content creation to actually reach these markets. And that's when we came across Canadian Heritage funding options.
Chloe: We realized how great that would be for us, because it was so focused on creative industries and as an apparel brand, it's actually really difficult to find funding options that are specifically made for us.
[Chloe stands at a brown granite counter in a brightly lit kitchen, working on her cellphone]
Jessica (off camera): Wow, hard entrepreneur at work
[Clips transition between Jessica organizing a rack of Apricotton bras during a pop-up shop, Jessica and Chloe seated on stools, speaking to the camera, and Jessica working on her laptop]
Jessica: The support we've received from the Creative Export Strategy has been just phenomenal for our business. We're now able to create professional looking content for our ads and for product launches, which has just made such a huge difference as social media is such a key strategy for us.
[Chloe and Jessica speak to the camera]
Jessica: We were able to grow our marketing budget, which is huge for us as a direct-to-consumer brand, and that way we didn't have to spread our ad budgets so thinly across three countries, we could actually target all three intentionally.
[Clips show Apricotton’s growing operations, including a social media ad with Jessica and her sister, and Jessica and Chloe fulfilling orders]
[Chloe and Jessica seated in the workspace]
Jessica: Now, because we have a focus, we're able to grow our sales in both of those countries to around 30% each.
[Chloe uses her cellphone to record Jessica seated on a tan leather couch, working on her laptop]
[Chloe and Jessica seated in the workspace]
Chloe: So this experience really helped alleviate the fears that we had around actually starting to export towards the US and UK because of budgeting.
[Clips transition from Chloe and Jessica seated on the couch looking at a cellphone together to them reviewing designs in a notebook, to Chloe and Jessica holding a cake marking their company’s two-year anniversary]
[Chloe and Jessica seated in the workspace]
Jessica: Without the Creative Export Strategy, we wouldn't be able to export to the level that we are at today. The budget was so helpful in terms of getting our marketing dollars to go further than they ever have, and just really getting the word out there about our bras.
[Toronto skyline in the fall]
[The text canada.ca/creative-export-strategy appears]
[The Canada wordmark (government logo) appears]
[Music]
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