Aje CMO project brief · Response by Deena Colman
DEENA COLMAN
CMO PROJECT BRIEF RESPONSE Aje.
Creative variety

One content
system.

  1. 01Product and craft
  2. 02World and occasion
  3. 03Social proof and community
  4. 04Value and conversion
  5. 05Story and education

One content system.

Discovery has replaced broadcast. Meta's Andromeda ad engine now picks from a large pool of creative to find what drives the business outcome, so creative variety does the targeting that audience settings used to. TikTok and Instagram work as search engines, rewarding content that feels like a real recommendation. Organic and paid therefore become one content strategy, with the best organic and creator content amplified as ads.

Explore the thinking

The thinking behind it.

Content job What it does Aje version
Product and craft Builds desire for the piece itself The hand-painted print, the hand-sewn sequin, the hero silhouette in motion
World and occasion Puts product in a moment she wants to be in The long table, the wedding, the coast; chapters of the current narrative
Social proof and community Someone else does the selling Friends of Aje, stylists, store teams, real customers dressing for their own occasions
Value and conversion Gives a warm audience a reason to buy now Member early access, low stock, "back in stock", styling appointments, not discount-led creative
Story and education Builds authority and gets found in search Fit and sizing guides, care, "how to wear it three ways", founders and the studio

How it runs:

  • Creative diversity per brand: a steady weekly volume of varied assets for Aje, Aje Studio and Aje Athletica, so the ad systems have enough to learn from.
  • Search-led social: one keyword framework across organic captions, paid copy, site SEO and markets ("wedding guest dress", "black tie dress", "pilates set"), including Australian and US spellings and terms.
  • Creators in phases: seed with people already wearing Aje, activate the best voices, then build an ecosystem amplified with Spark and partnership ads.
  • Intention over impulse: shoppers increasingly justify why they buy, which favours Aje's craft, occasion and longevity stories over hype.