Building awareness and authority for Graswald AI with expert interview content

The challenge: standing out in the crowded fashion AI space

Graswald, an AI-powered fashion photography platform, faced a classic startup challenge: having a great product, but struggling to create content that stands out in a competitive market.

To cut through to their fashion content leader audience, Graswald wanted content that would do more than just promote their product. This meant sharing useful insights from their founder and senior leadership into AI’s reshaping of the fashion content landscape.

My approach: deeper storytelling and insights to stand out 

I helped Graswald develop a thought leadership strategy that would enable them to ‘own’ key topics on AI’s potential in fashion content creation, setting them apart from the competition with unique perspectives.

Through analysing competitors’ content and interviewing their internal experts, I identified three content pillars (or focus areas), which spoke to their target audience's challenges and concerns around AI through deeper storytelling and expert insights.

With my journalistic approach, we took their executives’ insights and turned them into multiple content assets:

  • Conducted interviews with the CEO/founder and Head of Sales to extract insights

  • Created ghostwritten LinkedIn content, positioning executives as industry thought leaders

  • Developed long-form blog content that established deep expertise on technical and strategic topics

  • Built systematic frameworks for ongoing content creation and distribution

The growth impact for Graswald

  • Multiple viral LinkedIn posts within weeks of the campaign launch, generating significant visibility for the executive team

  • Created differentiated content with unique insights and perspectives, standing out on LinkedIn and building trust with their ICP

  • Created a systematic content engine with interview frameworks, content pillars, and distribution strategies

  • Positioned executives as industry authorities rather than just technology vendors

“What impressed me most was how Elliott did journalistic interviews with our team and transformed the insights from them into multiple valuable content assets. The articles and posts he created felt authentic and provided real value, helping to stand out with our audience”

Akanksha Yadav, Head of Growth at Graswald AI

Previous

osapiens