On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

On the Run: adidas Berlin Marathon 2025 Campaign

Bold New Look for Freunde von Freunden

Decoding German Gen Z for Hinge

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© 2026

A CREATIVE STUDIO

FROM BERLIN

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CONTENT AGENCY

Content Marketing & Creation for Fashion, Beauty & Lifestyle Brands

Boss logoAdidas logoZalando logoNike logoHinge logoGizeh logo for hyam.de creative agency
Boss logoAdidas logoZalando logoNike logoHinge logoGizeh logo for hyam.de creative agency
Boss logoAdidas logoZalando logoNike logoHinge logoGizeh logo for hyam.de creative agency

Content is the currency of the digital world. Between disposable stock posts and content that defines a brand, there is a universe. As a content agency in Berlin, HY.AM STUDIOS creates content that doesn't just make your brand visible, but memorable.

According to Demand Metric, content marketing generates 3x more leads than traditional marketing, at 62% lower cost. For fashion, beauty, and lifestyle brands, content is the foundation of every successful social media strategy.

We are a social media agency with roots in the creative industry. That means we understand algorithms as well as aesthetics. Performance as well as storytelling.

Content Marketing – Where Strategy Meets Creativity

Content marketing is more than regular posting. It is a strategic approach that uses content to attract, engage, and convert a clearly defined audience.

Our content marketing approach:

Content strategy: Before we produce anything, we define: Who is your audience? What content are they looking for? On which platforms? At which stage of the customer journey? From this, we develop content pillars, thematic pillars that structure all your content. We track 500+ cultural signal sources across fashion, design, food, tech, and youth culture, blending AI-powered analysis with sharp editorial judgment to surface the trends that matter before they hit the mainstream. Audiences consume intentionally now. Every piece of content needs a clear reason to exist, a defined role in the journey, and a specific person it is made for.

Content planning: A monthly content calendar with topics, formats, platforms, and timing. Planned, but flexible enough for emerging trends and spontaneous opportunities.

Content production: From concept through production to publishing. We manage the entire process. We work with a network of photographers, videographers, copywriters, and designers who speak the language of fashion and beauty.

Content distribution: The best content is worthless if no one sees it. We optimize distribution across owned channels (social media, website, newsletter), earned media (PR, influencer, UGC), and paid media ( social advertising).

Content Creation – What We Produce

We produce content for every relevant touchpoint, always platform-native, always on-brand:

Social media content:

  • Instagram Reels, Stories, feed posts, Carousels
  • TikTok videos — short-form content with viral potential
  • LinkedIn content for B2B touchpoints
  • YouTube Shorts and long-form video

Brand content:

  • Campaign content and visuals
  • Lookbooks and editorials
  • Product photography and video
  • Brand storytelling and brand films

Editorial content:

  • Blog articles and thought leadership
  • Insight reports and whitepapers
  • Newsletter content
  • SEO-optimized copy

An example: For Hinge, we developed a Gen Z Dating Insight Report, data-driven content that generated PR reach while positioning the brand as a thought leader.

CONTENT STRATEGY

Audience analysis, content audit, content pillars, and distribution planning. The strategic foundation before a single asset is produced.

SOCIAL MEDIA CONTENT

Instagram Reels, TikTok videos, Stories, feed posts, Carousels. Produced platform-native, adapted cross-platform.

BRAND CONTENT

Campaign visuals, lookbooks, editorials, product photography, and brand films. Content that defines brand identity.

EDITORIAL CONTENT

Blog articles, thought leadership, insight reports, newsletters, and SEO-optimized copy. Content that demonstrates expertise.

VIDEO PRODUCTION

From short Reels to longer brand films. Our team and network of specialist videographers deliver for every format.

CONTENT DISTRIBUTION

Owned, earned, and paid media. We optimize where your content is seen, not just what gets produced.

Content for Fashion, Beauty & Lifestyle

As an agency specializing in fashion, beauty, lifestyle, and sport, we understand the content codes of these industries:

Fashion content: Fashion content thrives on aesthetics, seasonality, and cultural relevance. We produce content that transports fashion worlds: from streetstyle and campaign shoots to trend content. For Hugo Boss, we produced content that carried the brand into a new era.

Beauty content: Beauty content requires product expertise, visual precision, and community understanding. Tutorials, swatches, before/after, ingredient stories. We know the formats that resonate with the beauty community. Our work for gitti shows how content can build a beauty brand from the ground up.

Lifestyle & culture: For brands like Freunde von Freunden, we develop content that documents culture and connects communities. Content that goes beyond product promotion and delivers genuine value.

Content as a Brand-Building Tool

Content marketing is a marathon. The strongest brands build a relationship with their audience through consistent, high-quality content that extends beyond individual campaigns.

According to a study by Demand Metric, content marketing costs 62% less than traditional marketing while generating 3x as many leads. For fashion and beauty brands, there is an additional factor: content builds brand equity. Every Reel, every Story, every article strengthens brand perception, cumulatively and sustainably. Nearly half of users actively reject AI-generated influencer content. Human craft and consistent voice are what trust is built on.

That is why we prefer working in long-term partnerships. Our work on GIZEH Social Media demonstrates how consistent content marketing over months can transform a brand. Since taking over in August 2023, GIZEH's Instagram following grew by more than 50% in one year.

Another example: for adidas Germany, we created a three-week, social-first content series built around iconic products from the archive, at a time when most brands were chasing what is next. What started outside the brand calendar became a scalable content series designed to bring the archive back into the feed. The result: 1.8 million views, standout engagement, and a renewed spotlight on the adidas archive as a living part of the brand, not a static past.

Content & Brand Strategy

Content does not exist in a vacuum. It must be derived from a clear brand strategy. That is why we work closely with our branding team: brand strategy defines the "what" and "why," content marketing delivers the "how" and "where."

This connection is especially critical for brands going through a rebranding process or sharpening their positioning. Content is the vehicle that carries a new brand strategy into the world.

Great content happens when strategy, creativity, and brand understanding come together. That is our job.

Case Studies

FAQ

What does a content agency do?

A content agency develops, produces, and distributes content that makes a brand visible, relevant, and memorable. This encompasses content strategy (audiences, pillars, format mix), content production (Reels, photography, video, editorial), and content distribution (owned, earned, paid media). The difference from a traditional advertising agency: content agencies work long-term and platform-native rather than campaign-centric. At HY.AM, we combine strategic thinking with creative craft, from social media strategy to finished post. According to Demand Metric, content marketing generates 3x more leads than traditional marketing at 62% lower cost.

What is the difference between content marketing and performance marketing?

Content marketing builds long-term brand equity, trust, and organic reach. It attracts audiences through relevant content. Performance marketing ( paid social) delivers short-term measurable results through paid ads with a direct conversion focus. The strongest results come when both work together: content that performs organically reveals what is worth amplifying with paid budget. Brands that rely only on performance pay for attention without substance. Brands that rely only on content grow slower than necessary. We recommend an integrated model with 60-70% organic content as the foundation and targeted paid amplification of top performers.

How do you develop a content strategy for fashion brands?

A content strategy for fashion brands must account for three industry-specific factors: seasonality (Fashion Weeks, collection launches, seasonal campaigns), visual-first standards (feed aesthetics, Reels style, brand codes), and community dynamics ( influencer partnerships, UGC, cultural moments). The content calendar aligns with the industry rhythm, not a generic social media calendar. We work with content pillars such as "Collection Storytelling," "Behind the Brand," "Community Voices," and "Cultural Moments", adapted to each brand's DNA. Our work for Hugo Boss demonstrates how fashion content can carry a brand into a new era.

Which content marketing KPIs should you measure?

The most important content marketing KPIs break down into three tiers: awareness (reach, impressions, follower growth), engagement (engagement rate, saves, shares, comments, average watch time for video), and conversion (website clicks, leads, sales, CPF, cost per follower). What matters is not the volume of metrics but tracking the right KPIs for your goals. We recommend followers gained per post as the primary growth indicator, rather than vanity metrics like raw view counts. Every monthly report we deliver ends with concrete Stop/Start/Scale decisions per format, not data dumps.

What is the difference between content marketing and social media marketing?

Content marketing is the overarching strategic approach: creating content that attracts, engages, and converts a target audience. Social media marketing is one of several distribution channels for that content. Content marketing also encompasses blogs, newsletters, insight reports, podcasts, SEO copy, and whitepapers. In practice, the two overlap significantly because social media is the primary distribution channel for most brands. At HY.AM, we develop content strategies that cover all touchpoints, with social media at the core and complementary formats across the full customer journey.

How long does it take for content marketing to show results?

Content marketing is a long-term strategy with staggered results. Initial engagement and reach effects become visible after 4-8 weeks. SEO effects and sustainable organic traffic growth require 3-6 months. Brand-building effects (rising brand awareness, higher share of voice, community loyalty) accumulate over 6-12 months and beyond. Our work for GIZEH illustrates the power of long-term content management: Instagram following grew by more than 50% in one year. For shorter-term impact, campaign series like our adidas archive content series delivered 1.8M views in three weeks.

Do you also create video content?

Yes. Video is our core format and accounts for the majority of our content production. We produce Instagram Reels, TikTok videos, YouTube Shorts, product videos, and longer brand films. Our team works with a network of specialist videographers who master the visual language of fashion and beauty. From lo-fi UGC formats to premium campaign assets, we deliver for every format and platform. Reels and short-form video currently generate the highest organic reach on both Instagram and TikTok.

How do you develop a content strategy?

A content strategy is developed systematically in eight steps: audience analysis (who?), content audit (what exists already?), competitive analysis (what are others doing?), goal-setting (what do we want to achieve?), content pillars (which themes?), format mix (which content types?), distribution (which channels?), and KPI framework (how do we measure success?). We track 500+ cultural signal sources across fashion, design, food, tech, and youth culture, blending AI-powered analysis with editorial judgment to identify trends before they reach the mainstream. The finished strategy translates into a monthly content plan built on performance data and continuously optimized.

Can I do content marketing in-house?

In principle, yes. In-house content marketing has the advantage of brand proximity and fast responsiveness. However, a content agency brings external perspective, specialized production capacity (videography, photography, design), and strategic experience that a single in-house team rarely covers. Many of our clients run a hybrid model: strategic direction, campaign content, and reporting from us; daily community content and Stories in-house. Get in touch. We will find the collaboration model that fits your team structure.

Partner with us
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
"All that matters is that you are making something you love, to the best of your ability, here and now." – Rick Rubin
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