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Content Brief

BRAND BACKGROUND

In a world dominated by fast-fashion, we’ve slowed things down. Unbound Merino offers timeless, versatile and functional pieces that have you looking great in any situation—clothing that can be worn for weeks while staying clean and fresh, even with daily wear. This is the ultimate in everyday, high-performance clothing that's designed to declutter your life and the way you travel.

We create ethically sourced and sustainable clothing that is antibacterial, odor-resistant and temperature regulating. Our designs are understated, timeless and made to look great through every season and occasion. 

With Unbound Merino you can pack less when traveling, declutter your closet at home, spend less time dealing with laundry, and always look and feel your best no matter where life takes you.

WHY MERINO?

Not all wool is created equal. Our premium, superfine Merino wool has been specifically developed to stand up to the rigors of travel and everyday life. It’s an entirely natural, renewable and biodegradable fabric that will revolutionize the way you dress. 

Our Merino wool clothing is incredibly soft, lightweight and breathable. It’s also moisture-wicking, antibacterial and temperature regulating, as well as odor and wrinkle-resistant. This makes for clothing that keeps you super comfortable at all times, and can be worn for weeks without needing a wash.

  • Doesn't
    Smell

  • Regulates your
    temperature

  • Dries
    really fast

  • Anti-
    Wrinkle

YOUR KEY MESSAGES

Please consider the following key messages when sharing Unbound Merino with your audience, along with your personal experience wearing our clothing. Keep in mind that while these are helpful guidelines, we ultimately want to hear your thoughts in your own words.

  1. Unbound Merino offers timeless, versatile and functional pieces that have you looking great in any situation. It’s the most stylish and versatile Merino wool clothing on the market. 
  2. Our Merino wool is incredibly soft, lightweight and breathable. It’s also moisture-wicking, antibacterial and temperature regulating, as well as odor and wrinkle resistant. This makes for clothing that can be worn for weeks at a time while staying clean and fresh, even with daily wear.
  3. Unbound Merino helps to declutter your life and the way you travel, and always look and feel your best no matter where life takes you.

 

DELIVERABLES

The below content requirements should be followed according to the deliverables agreed to between Unbound Merino and the Affiliate/Creator. Please provide original and exclusive materials unique for each round, content ask and/or platform. All content must remain on its respective channel in perpetuity while the account is active. Where applicable, all content must be stored/housed in a mutually agreed upon location (e.g. IG Highlight Reel). 

  1. Blog post review – content to be exclusive to Unbound Merino and provide an honest, personal review of the clothing. Include at least one key message, a personal endorsement, and at least two (2) images/videos. Consider following the SEO tips provided and include trackable affiliate links. Post to also be promoted on social channels using @unboundmerino.
  2. Video review –  exclusive video to be published on YouTube with brand mention and product visual shown within the first one (1) minute. Video to generate awareness of Unbound Merino and its unique value proposition, and educate followers on the benefits of Merino wool clothing. Please include at least one key message and a personal endorsement, both verbally and in the video description box. Also consider the following asset musts:
    • Always wear Unbound Merino if/when shown on camera
    • No other brands logos should be visible in the content (clothing or otherwise); other branded items or recognizable products must not be featured prominently
    • Caption to include a call to action driving to affiliate link, along with #merinowool and other searchable hashtags for discoverability
    • If using music, please ensure it is royalty free
    • If applicable, asset must be delivered in its native aspect ratio and (ideally) the original 1080p HD broadcast format
  3. Podcast sponsorship – name Unbound Merino as the sponsor, including at least one key message and a personal endorsement in the mention. If applicable, one episode to feature an interview with co-founder Dan Demsky. Interview episodes to be promoted on social channels in advance using @unboundmerino, and then post a link to the podcast afterward.
  4. Instagram in-feed post – exclusive Instagram post featuring a static image and/or dynamic asset (e.g. video/Reel, GIF, carousel) showcasing Unbound Merino clothing. Caption to include at least one key message, a personal endorsement, and a call to action driving to the affiliate link in bio. Also consider the following asset musts:
    • Always wear Unbound Merino if/when shown on camera
    • No other brands logos should be visible in the content (clothing or otherwise); other branded items or recognizable products must not be featured prominently
    • If speaking, please verbally include at least one key message 
    • If using music, please ensure it is royalty free
    • If creating a Reel, please aim to keep it within 15 seconds in length
    • Link must remain in bio for a minimum of two (2) days after posting
    • Caption to include #merinowool and other searchable hashtags for discoverability
    • If applicable, assets must be delivered in 5:4 aspect ratio format (Image), 9:16 format (Reel) or 1:1 format (Video), and in a minimum resolution of 500 pixels. Final assets must also be delivered along with the original file excluding text overlays, filters, etc.
  5. Instagram Stories – exclusive Instagram Story with a maximum of three (3) frames, each no longer than 15 seconds. Story to introduce your followers to Unbound Merino and its benefits, and encourage them to try the clothing for themselves. Include short and simple text overlays to reinforce what you like about the brand/clothing and why your followers should try it. Also consider the following asset musts:
    • Always wear Unbound Merino if/when shown on camera
    • No other brands logos should be visible in the content (clothing or otherwise); other branded items or recognizable products must not be featured prominently
    • Include at least one key message and a personal endorsement, either verbally or with text overlays
    • At least one frame to include a call to action via ‘Swipe Up’ using affiliate link
    • If using music, please ensure it is royalty free
    • If applicable, assets must be delivered in 9:16 format, and in a minimum resolution of 500 pixels. Final assets must also be delivered along with the original file excluding text overlays, filters, etc.

 

CONTENT & DISCLOSURE 

To ensure a quick and smooth approval process, please make sure each item below has been checked off before sending the content for review:  

    • Include @unboundmerino and #ad in all social copy (including captions and each IG Story frame)
    • Include #merinowool and additional relevant hashtags related to your content or your channel
    • When possible, Tag @unboundmerino with the ‘Paid partnership with’ Branded Content tool available to Facebook and Instagram Business profiles 
      • In Business Manager, under Business settings → Instagram Accounts, select “Assign Partner” and enter the Unbound Merino Business ID: 613526738829412
      • NOTE: access must be given in advance of the content going live
    • Be transparent about the fact this is a sponsored video/ blog post/ social post
      • Sponsorship must be disclosed and spoken about upfront in the video (i.e. in the first 30 seconds) and/or caption, and placed at the top of a blog post to be easily visible

PERFORMANCE TRACKING

Please provide full backend metrics for each piece of content via screenshots, taken one week from live date across social platforms (Instagram, Facebook) and one month from live date across Blog and/or YouTube platforms.   

 

SEO TIPShelpful guidelines only; not mandatory

Target Keywords:

  • Merino wool t shirt
  • Merino wool shirts
  • Merino wool clothing

Page Title:

  • Optimal title length: 55 characters
  • Add at least one target keyword to the <title> tag; don't use each keyword more than one time

Meta Description:

  • Optimal meta description length: 160 characters
  • Add your target keywords, but don't use each target keyword more than one time

H1: use one of the top target keywords
H2: use any target keywords one time

Text:

  • Optimal text length: 1152 words
  • Make sure your text is easy to read with the Flesch-Kincaid readability test (score should be 54)
  • Add at least one instance of top target keywords to the main content

Images: ensure alternate text is SEO-friendly