How to use video marketing to fashion brands

Kate Spade commissioned artists to create "colorful life" video

In the past, the high cost of television media is prohibitive, but it is a strong backing of the fashion brand image. But now, the network makes these brands can be produced at low cost and the first time to release video content, and the continuous development of video content also promote their online sales.

Cecilia Liu is an interactive marketing manager for Kate Spade New York. She told us that in the spring of 2009 Kate Spade released the first "important video" before the video was long snubbed by Kate Spade. She said that until the video made the images more vivid, interesting and interactive, Kate Spade's e-commerce was really starting to take off.

This year, Kate Spade invites an artist to make videos on a theme of color each month to cater to their "colorful life" promotional themes, including the one above. They will also produce behind-the-scenes videos and animated videos of the site.

Chart: Percentage of users using video-sharing sites between 2006-2011

(from the Pew Research Center's "Life in the Internet" report from April 2011 to May, they surveyed 2,277 Internet users over the age of 18, including 755 users who used mobile phones.) ）

For brands, online video is a big business opportunity. Every day, 3 billion of videos are clicked on YouTube, the largest video-sharing platform, and YouTube has an independent visit of around 800 million per month. Nearly three-fourths of Americans have visited video-sharing sites, and more than One-fourth of visitors will watch video online as a daily activity, according to a Pew Research Center survey in July.

Chart: Top Ten videos on Youtobe--including brand promotion and non-brand

There are already some "viral" videos that have been successful in fashion brands, like the one we saw in the chart above. A vague video of the Alexander McQueen's 2010 spring and Summer fashion show, which included Lady Gaga's "Bad Romance" singles, won nearly 3.5 million non-branded accounts on Youtobe. An ad by Emporio Armani, a Portuguese star Ronaldo, won nearly 2 million times on the official page of the brand and 1 million times outside the official pages.

Why is video so great a success? Recently, Starworks Group's interactive marketing director, Jessica Coghan-kia, will be the hottest video clip in the history of 12 youtobe, and compare it with the best fashion brand video this year in Youtobe (broke down the 12 most-viewed videos of "All" on YouTube and stacked them against some of the best-performing videos from fashion PS Year.) She found that there was the best communication between the video and the humorous video of celebrities (either in front of the camera or in the back of the lens). She highlighted Reeves's light-hearted autumn advertising video, which, although not a celebrity element, has been viewed nearly 500,000 times since the start of August.

"Many luxury brands still think they need their own brand of DNA, and they need to put their brand characteristics into new media (such as online video) effectively, and then let each audience understand and digest them." "Coghan-kia said. "When a brand starts to create a video, they need to think about the audience's preferences and create a video that audiences love to see and share spontaneously at the first time." ”

Reeves's 2011 Fall advertising video received nearly 500,000 views

Few videos started out as a "viral video", and the communication channel played an extremely important role in the success of a video. In the fashion circle, the spread of online media, including blogs, helps brand video quickly spread among a large number of fashion enthusiasts. In order to better match the brand image, the exclusive video of the brand should be posted in a series of focused blogs with the same caliber and style, rather than being distracted by a large number of blogs, Coghan-kia suggested. She also said that the brand, of course, should also be implanted in these videos, and for their promotion in the social Channel of a force, should also consider paying advertising video to do targeted funding, to establish a preliminary brand video image.

It is also a sensible strategy for brands to collaborate with a number of followers on a large platform such as Youtobe. In addition to the fashion brand, the cosmetics brand Lancome has achieved remarkable success through collaboration with the famous podcast Michelle Phan, whose video uses Lancome products to get 1.6 million subscribers and nearly 50 million total views.

Podcast Reds Michelle Phan become the spokesperson of Lancome

But should brands spend so much effort on unpredictable viral videos? Or should you be making a video that's smooth but performing well?

Coghan-kia that it depends on a brand's "personal goals". Brand conscious advertising videos, such as Reeves's 2011 Fall advertising video, should be designed to be seen by as many people as possible. But what the video can do is not just make the audience aware of the brand.

Search engine optimization is another benefit of online video. When a brand has more content on top of its rankings, such as youtobe--, it has a higher brand-related attribute on Google. In paid search, the higher the brand correlation will bring the lower the cost of CTR. That's what Coghan-kia said, "Be concerned about the online marketing mix of each brand and their larger marketing push."

Online video can also promote offline sales. Coghan-kia a case in which William Sonoma's video of the product Review catalog was used as an online video to help sell offline. She pointed out that fashion retailer Saks Fifth Avenue also did well on the Internet video, and they produced a video that would show consumers the effects of wearing clothes on a model.

There are countless ways to complete an online video, and a whole set of best practices is still being explored, as is the case with other ways of web marketing. The brand's own development and their future investment in online marketing space, we will wait and see.

Source: Mashable

Compiling: Ruanruan lan@damndigital