In 2025, many brands still rely on catalogs and circulars, even as attention shifts to feeds. This case study shows how one mid-sized retailer executed a successful transition from print to social video without losing loyal shoppers or brand consistency. You’ll see the strategy, workflow, and numbers—plus what to copy and what to avoid, starting with the decision that changed everything.
Print advertising decline: why the retailer changed course
“Northpeak Outfitters” (a 45-store outdoor retailer with a growing ecommerce site) depended on a monthly print circular and seasonal mini-catalogs. Print had been reliable for years: predictable lead times, familiar creative, and easy store coordination. But by early 2025, performance signs were hard to ignore.
What changed: The marketing team saw three converging pressures:
- Rising distribution and production costs reduced the number of households they could reach within budget.
- Measurement gaps made it harder to connect printed promotions to online behavior and repeat purchases.
- Audience behavior shifted toward short-form video discovery, especially for product comparisons and “how it fits” content.
The team didn’t treat print as “bad.” They treated it as less adaptable. Their merchants changed offers weekly, but print locked promotions months in advance. Meanwhile, store associates reported that customers increasingly arrived with videos saved on their phones—gear reviews, packing demos, and “try-on” clips.
Decision framework: Northpeak set a simple rule: any channel that couldn’t support weekly testing, fast creative iteration, and store-level localization would be reduced. Print failed that test. Social video passed it.
Goal: Replace the circular’s role—top-of-funnel discovery and weekly deal awareness—using social video while protecting brand trust and in-store conversion.
Social video strategy: goals, audience, and creative pillar map
Northpeak approached social video as a performance channel and a brand channel. They built a strategy around shopper intent instead of platform trends.
Primary objectives (ranked):
- Drive qualified traffic to product category pages and store locator
- Increase in-store and ecommerce conversion with “show it, don’t tell it” product proof
- Reduce promotion dependency by improving product understanding and perceived value
Audience segments: They defined three segments and matched creative to each:
- New explorers: people browsing outdoors content; needed quick education and brand introduction
- Active comparers: shoppers choosing between two products; needed side-by-side demos and fit/performance proof
- Loyal regulars: repeat buyers; needed early access, staff picks, and community stories
Creative pillars (the “circular replacement”):
- Weekly drop: 15–25 second videos announcing 3–5 featured items with clear price/availability
- Proof in use: short demos showing product benefits in real conditions (rain shell beading water, pack capacity test)
- Fit and feel: on-body try-ons with sizing callouts and movement shots
- Staff field notes: store associate recommendations and quick tips (care, layering, choosing the right boot)
- Community UGC: reposts and stitched reactions to customer hikes and camping setups
Platform approach: They prioritized social video formats that could be repurposed across channels: vertical video for feed-first distribution, plus longer edits for product pages and email. That reduced creative waste and supported consistent messaging across touchpoints.
Answering a common follow-up: “Do we need to be everywhere?” Northpeak’s answer was no. They focused on two primary social channels and one secondary channel for retargeting, measuring incrementality instead of chasing follower counts.
Content production workflow: turning weekly print promos into agile video
Print had taught Northpeak discipline: deadlines, brand guidelines, and merchandising alignment. They kept that structure but swapped the factory model for a newsroom model.
Team setup (lean but specialized):
- Content lead (owned calendar, approvals, performance reviews)
- Producer/editor (filmed and edited in batches)
- Merchandising partner (selected featured items, ensured margin and inventory health)
- Store associate creators (rotating roster trained on simple filming standards)
Batching system: Every two weeks, the team filmed 20–30 short clips in a single day: product demos, try-ons, and staff picks. They captured multiple hooks per product (“waterproof test,” “what fits inside,” “best for wide feet”) to support A/B testing.
Template library: To maintain brand consistency, they created reusable editing templates:
- Opening hook formats (question, challenge, quick claim backed by demo)
- On-screen text rules for price, size, and key features
- End card variants (shop link, store locator, “save for later,” email signup)
Compliance and accuracy: Since outdoor gear claims can be sensitive (ratings, materials, warranties), every video that mentioned technical specs pulled copy directly from product data. The merchandising partner approved any performance claim. This protected trust—an EEAT cornerstone—while keeping speed.
Accessibility standards: They added burned-in captions and avoided jargon without explanation. When technical terms mattered (e.g., “GORE-TEX” style membranes, insulation grams), they defined the benefit in plain language.
Answering a follow-up: “Will this overwhelm the team?” Northpeak avoided burnout by committing to predictable output: three posts per week plus two story-style clips, instead of daily posting. Consistency beat volume.
Omnichannel retail marketing: connecting social video to ecommerce and stores
The shift worked because Northpeak treated social video as the front door—not the entire house. They built a clear path from view to purchase with minimal friction.
Landing experience upgrades:
- Dedicated “Video Featured” collection pages mirrored the weekly drop (faster than rebuilding category pages each time).
- Short clips embedded on product pages answered fit and usage questions that typically cause returns.
- Store availability surfaced early to reduce disappointment and increase store visits.
Store execution: Print circulars used to drive store traffic with a single message. Social video required store teams to be ready for more specific questions. Northpeak created “video cheat sheets” for associates: key features, sizing tips, and alternatives if an item sold out.
Paid support and retargeting: Organic content generated learnings; paid amplification scaled winners. They ran three layers:
- Prospecting: top-performing “proof in use” clips to reach new explorers
- Consideration: comparison and fit videos to viewers who watched 50%+
- Conversion: product-specific retargeting with store availability and limited-time offers
Email and SMS integration: Instead of replacing email, they improved it. Weekly emails featured two embedded video thumbnails (linked to the collection page), reducing dependence on long product grids. SMS used short “staff pick” clips for high-intent subscribers.
Answering a follow-up: “What about customers who loved print?” Northpeak kept a smaller quarterly mailer focused on brand storytelling and store events, not weekly deals. That preserved goodwill while moving promotional urgency to social video.
Video marketing KPIs: measurement plan, attribution, and outcomes
Northpeak knew the transition would fail without credible measurement. They defined KPIs that mapped to business outcomes—not vanity metrics—and set a testing cadence to continuously improve.
Core KPI set:
- Hold rate and completion rate (creative effectiveness and hook strength)
- Click-through rate to collection and product pages
- View-through and click-through conversions using platform and analytics reporting
- Store locator visits and “get directions” actions
- Return rate on featured products (a quality and expectation-setting signal)
Attribution approach: They combined three methods to avoid over-crediting any one channel:
- UTM discipline across every link and campaign
- Geo split tests where print reduction happened in selected regions first
- Incrementality checks by comparing periods with similar promotions but different creative types
Results after two quarters (internal reporting):
- Paid social cost per purchase decreased by 28% after shifting budget from print distribution into video production plus targeted amplification.
- Ecommerce conversion rate increased by 14% on products with embedded “fit and feel” videos compared with similar products without video.
- Store locator actions rose by 19% during weekly drops, indicating stronger intent-to-visit behavior.
- Return rate fell by 9% on footwear featured with sizing guidance, suggesting better expectation setting.
What made the numbers believable: They didn’t claim social video “caused everything.” They isolated impacts where possible (product-page video tests, geo rollouts) and tied creative choices to observed behavior (higher completion rates on demo-first hooks, fewer returns when sizing guidance was explicit).
Answering a follow-up: “What if our first videos flop?” Northpeak expected that. Their first month underperformed because videos looked like mini commercials. Performance improved after adopting creator-style framing: faster hooks, less polish, more proof.
Retail brand storytelling: lessons learned and a transition checklist
Northpeak’s biggest unlock wasn’t a viral moment. It was operational: turning merchandising priorities into repeatable video formats that earn attention and drive action.
Key lessons:
- Demonstration beats description. A water resistance test outperformed any list of features because it reduced uncertainty.
- Staff credibility scales trust. Associate-led clips produced higher save rates, and comments revealed real objections to address in future videos.
- Inventory must inform creative. They avoided promoting low-stock items broadly and built “great alternative” scripts to prevent lost sales.
- Consistency creates compounding returns. Weekly drops trained the audience to expect new picks, similar to the old circular—without print lead times.
- Brand safety is a system. Clear rules for claims, captions, and disclaimers protected reliability while keeping speed.
Transition checklist (copy this):
- Audit the role print plays (discovery, deals, events) and map each role to a video pillar.
- Create 5–8 reusable templates that enforce brand consistency and reduce editing time.
- Batch film every two weeks; capture multiple hooks per product for testing.
- Build “Video Featured” landing pages and embed clips on product pages to reduce returns.
- Train a rotating group of store associates; keep guidelines simple and repeatable.
- Measure incrementality with geo tests or controlled rollouts before fully cutting print.
FAQs: transitioning from print to social video
How much print should a retailer cut when moving to social video?
Start with a controlled reduction in select regions or customer segments, then expand based on measured lift. Northpeak reduced weekly promotional print first while keeping a smaller brand-focused mailer, which protected loyalty while shifting urgency to video.
What types of social videos replace a print circular most effectively?
“Weekly drop” videos that feature a small set of items with clear price and availability, supported by demos, fit guidance, and staff picks. The combination covers discovery, product confidence, and conversion—functions the circular used to handle.
Do we need professional production to win with social video?
No. You need clear lighting, steady framing, accurate information, and strong hooks. Northpeak improved results by moving away from overly polished ads and leaning into simple demonstrations and associate-led credibility.
How do you keep brand consistency with many creators?
Use a template library and a short rulebook: approved fonts/colors, on-screen text standards, claim approval process, and required captions. Rotate trained associates and keep feedback loops tight by reviewing top comments and performance weekly.
How can social video drive in-store sales if purchases happen offline?
Track store locator actions, “get directions” clicks, local inventory page visits, and region-level sales shifts during geo tests. Also equip associates with quick reference sheets so in-store conversations match what customers saw in the videos.
What KPIs matter most in a print-to-video transition?
Prioritize completion rate (creative quality), click-through to collection/product pages (intent), conversion rate (business impact), and return rate for featured products (expectation setting). Use incrementality methods to avoid relying on last-click attribution alone.
Northpeak’s shift wasn’t a trend chase; it was a disciplined channel redesign. By replacing print’s weekly rhythm with social video pillars, tightening measurement, and connecting content to product pages and stores, the retailer improved efficiency and reduced returns. The takeaway for 2025: treat video as a system—templates, training, and tests—not a one-off campaign, and results follow.