Building Awareness and Authority for Graswald AI in a Crowded Space

The challenge of differentiating in the AI fashion imagery market 

Graswald, an AI-powered fashion photography platform, faced the classic startup challenge: despite having superior tech, they were struggling to cut through the noise in an increasingly crowded market.

Graswald needed to establish thought leadership to build trust with fashion content leaders who were skeptical about AI replacing human creativity.

My approach: deeper storytelling and insights to stand out 

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

Through doing a detailed analysis of competitors’ content and collaborating with their internal experts, I identified three content pillars for deeper storytelling and expert insights, speaking to their target audience's challenges and concerns around AI. These ranged from more technical topics to bigger-picture predictions about where AI is taking the fashion industry. 

I implemented a journalistic interview-based approach that transformed executive insights into multiple content assets:

  • Conducted strategic interviews with the CEO/founder and Head of Sales to extract proprietary 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 generated significant engagement and industry attention for the executive team

  • Established differentiated positioning in the crowded AI photography market through a unique narrative

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

  • Positioned executives as industry authorities rather than just technology vendors

  • Built foundation for ongoing thought leadership with replicable processes and messaging frameworks

“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

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