Castore: E-commerce content at scale
Overview.
Castore is a premium sportswear brand that focuses on high-tech, precision-engineered garments. Founded in 2016 by brothers Phil and Tom Beahon, the ecommerce brand quickly became the preferred kit partner of teams like West Ham, Everton, and England Rugby. The rapid growth and demand spikes that resulted put immense pressure on Castore’s content operations.
The biggest hurdle they faced was delivering consistent, on-brand product descriptions at scale during peak seasons – and they recognised that AI-generated content couldn’t capture the nuanced tone of voice and technical precision that their premium sportswear demands.
Our strategy.
Developing content guidelines.
Before embarking on any product description batches, we made sure our team and Castore’s were fully aligned. We facilitated a brand strategy workshop to discuss their target audience, analyse their strengths and weaknesses, and set key objectives. After auditing their existing content to identify gaps and opportunities for improvement, we compiled comprehensive content guidelines. These encapsulated Castore’s tone of voice while leaving room for it to change based on different contexts.
Gathering full product information.
Our content creation process began with an in-depth analysis of product CADs and technical specifications, combined with design briefs and feature documentation. This rigorous approach ensured that every description accurately reflected the innovation and craftsmanship behind each product – delivering copy as premium as the sportswear itself.
Implementation and creativity.
Seamless project management.
Our Client Services team maintained complete oversight over Castore’s projects. We worked closely with their internal team to organise content delivery around launch dates and the priority level of official kit partners. Weekly calls and working in batches during peak seasons also ensured efficient feedback loops and project alignment.
Beyond product descriptions.
Having acted as Castore’s content partner for three years, the in-house team trusted us with increased responsibility over their brand. On top of providing product descriptions for each kit launch, we went on to create supporting campaign copy to be used across their website. We leveraged our extensive knowledge not just of Castore, but of their products and the teams and partners that they work with.
The results.
Our collaboration with Castore’s in-house marketing team successfully kept their launches on track throughout periods of massive growth.
- Conducted a content audit and facilitated a strategy workshop to build comprehensive tone of voice guidelines.
- Delivered over 5,000 product descriptions covering everything from their Mainline range to the official kit of England Rugby.
- Expanded our remit over a three-year partnership to include broader campaign copy for the Castore website.
Facilitated with key team members to discuss positioning and objectives
Conducted to identify content gaps and improvement opportunities
Calls and regular emails for project alignment during peak periods
Ready to see similar results?
If you’re ready to crystallise your brand’s tone of voice and scale your content operations, let’s talk. Start your growth story with Embryo.
