The overarching objective has been to ensure that digital content is relatable to a millennial audience.

“It's been crucial for us to maintain the prestige heritage of the brand, while communicating authenticity to the audience. In our experience, relatable lifestyle scenarios are key drivers of the highest engagement for a Gen Y audience.”

To deliver on the overall strategy of authenticity, the 2019 holiday campaign depicted elevated and intimate lifestyle scenarios (a dinner party, shopping, relaxing), without relying on the typical tinsel-strewn, ornament-heavy visuals.

The Charles’ content strategy enables the brand to show related products in a timeless and culturally appropriate setting.

Select content has also been created for digital marketing pieces.