A picture is worth a thousand words. Whether it was Confucious, or not, who said that (the origin remains hotly debated!), the intrinsic meaning of the idiom remains – online audiences are more likely to watch a visually stimulating video about your services or product than they are to read a long and possibly boring text document.
When it comes to women’s fashion, an online video production of two women, wearing, discussing, browsing and buying in-store, is a far more dynamic and real experience for the online user than reading a transcript (if she could be bothered!). Vaughan Mills, a Canadian Shopping Centre, decided to strengthen the relationship with its customers, as well as gain new ones, with a new approach.
Vaughan Mills parented a web series called “Style Agents” – a first for a shopping centre in Canada. The concept of the show online video production focused on two known local fashion experts, Janette Ewen and Afiya Francisco discussing the latest fashion trends and how they apply to everyday while using clothing and accessories within the specified location. http://youtu.be/-ERQHmVoW3w
But it is not just the “moving picture” component of this campaign that takes all the credit. A complete online campaign for Vaughan Mills was developed including a web TV series, custom microsite, Twitter feeds, podcast, style blogs, and a targeted YouTube strategy that built on engagement of female viewers through Facebook advertising. This links with our first blog, Location Location Location!, in which the placement of videos online and their relationship with the audience is so crucial. The idea was to reach out to places where females 18-40 would normally be found and the online world seemed to be the safest bet.
“It’s a very targeted campaign. We tried to do that right from the get-go because our feeling is that too often digital and online is an non-targeted strategy: people just hope that something great will happen if they upload a video to YouTube, but we’re much more about putting the science into digital marketing and viral distribution,” confirms Evan Aagard, Creative Director at VMG Cinematic.
The success of Style Agents has been in the fact that it engages the viewers and highlights the vast fashion retail selection of Vaughan Mills in a soft sell, entertainment format vs. a direct sell approach. It uses moving pictures, not just words!
Since the launch of the first online episode of Style Agents (http://www.styleagents.ca/) , there have been over 90, 000 views with an anticipated 70% viewer growth rate within the next 12 months.
That’s 90,000 video views … not 90,000 people reading a transcript. Exploring online video production with quickclips could set you up for similar success with your product or service. A picture is worth a thousand words. Video translates your message better than text.