Most brands are creating too much content and saying nothing.
In this episode of Mastering eCommerce Marketing, host Eitan Koter sits down with Dani Dufresne, an Emmy Award-winning Executive Producer and founder of The Auxiliary Co., to talk about what actually works when it comes to video and content strategy.
Dani has spent over 20 years producing for film, TV, digital, and experiential projects. She’s worked with major brands like Nike, Apple, Google, YouTube, and Sephora. Her company helps brands and agencies bring big ideas to life without the red tape of traditional production models.
Instead of bloated teams and outdated processes, Dani focuses on lean, high-impact production. The goal is to build content that connects, not just content that fills a feed.
She and Eitan talk about the shift away from quantity and toward meaningful storytelling. They explore why audiences are getting overwhelmed, how brands can stop adding to the noise, and why planning for video should start with a clear strategy, not just a creative brief.
You’ll also hear why bringing media and creative teams together early makes a huge difference, how to get more from your budget, and why it’s okay to focus on fewer platforms if it means showing up with purpose.
If you’re tired of chasing trends and want to build content that actually supports your brand, this episode is for you.
Website: https://www.vimmi.net
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Podcast website: https://vimmi.net/mastering-ecommerce-marketing/
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Guest: Dani Dufresne, Founder / Executive Producer at The Auxiliary
Dani Dufresne’s LinkedIn | The Auxiliary
Takeaways:
- Video is essential in today’s marketing landscape.
- Storytelling is crucial for brand connection.
- Brands should focus on building community.
- A clear media budget is vital for effective marketing.
- Quality content is more important than cheap content.
- Smaller agencies are gaining traction in the market.
- Brands need to understand their identity and audience.
- Creatives seek variety in their work.
- The market is shifting towards quality over quantity.
- Agencies must adapt to the changing needs of brands.
Chapters:
00:00 Introduction to Danny DeFrain and AUXCo
02:37 The Importance of Video in Marketing
05:26 Storytelling and Brand Connection
08:23 Best Practices in Content Planning
11:20 The Role of Strategy in Video Production
13:59 Building Community and Engagement
17:15 Differentiation in a Competitive Market
19:53 Services Offered by AUXCo
22:44 Common Mistakes in Video Marketing
25:43 The Evolution of the Market
28:19 Future of Agencies and Conclusion
