Innovative Marketing Through AI
Sheep Inc.’s innovative attitude has not stopped with their commitment to sustainable fashion, however, because the same entrepreneurial spirit that drove their reimagined supply chain has also fuelled their approach to marketing.
“We were unsure of how to articulate the brand in a way that would live up to the ambitious creative vision we had”, Edzard admitted. “And the real issue for a business of our relatively small scale is that, if you have a marketing budget that you need to deploy for content, it’s always a big gamble.”
Deploying content as a smaller brand is such a leap of faith because of the risk involved. Photoshoots are vastly expensive and there’s never any guarantee that you’ll like what they produce. If they don’t render the results you want, you’re left with a tonne of material you can’t use and a sizeable hole in your wallet.
But as Edzard pondered this issue over a beer in Vietnam, his friend offered an answer. “He started showing me what Midjourney could do and I thought it was amazing”, he recalled. “Instantly, I started thinking about how we could incorporate it into the business.”
Midjourney is a generative AI tool that can produce a wide variety of images from written prompts that a user provides. You might, for example, say that you want a picture of an impressively bearded man, stood at the foot of a snowy mountain. After it receives the prompts, Midjourney will generate 4 images for you, that you can then download, refine, or discard altogether. By repeating this process, you can generate something very close to the image in your head, or even find something better.
A few months after Edzard’s discovery, Sheep Inc developed a way to fuse the images generated via Midjourney with real, physical photography. It’s a process that allows the business to showcase real products to customers in any way it likes, at a fraction of the cost.
You might then question the quality of these images. Are they really that good? Can’t consumers tell the models and settings aren’t real? Well, you can answer those questions, yourself; every image included in this article is taken from Sheep Inc’s website, and every one has been created via this process. Pretty remarkable, right?