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e-commerce Editor's pick film technology

Yoox launches ephemeral and exclusive shoppable videos on YouTube

Yoox's ephemeral pre-roll ads on YouTube
Yoox’s ephemeral pre-roll ads on YouTube

Yoox is running an innovative marketing campaign on YouTube for the holiday season, which sees pre-roll ads featuring exclusive yet disappearing products.

Created in partnership with Google and Stink Studios, the 15-second ads showcase “The World’s Most Exclusive Collection” through shoppable fashion items that are only available for the timeframe of the video. Once the spot is over, the customer viewing won’t be able to watch it again nor will they be able to find the piece in question on the Yoox site.

The products featured are referred to as the “endangered protagonists” of the short movies, with shoppers given the chance to “save” them by buying them. If the occasion is lost, the item will be destroyed by a series of surreal animated 3D mechanisms, and the next person gets the opportunity instead.

The aim is to not only play with the pre-roll format, but with the concept of luxury desirability and urgency to buy in an on-brand, whimsical and pop animated way, reads the write-up.

“The aesthetics and the concept of the animations reminds that of childhood cartoons, in which the narration is deployed very rapidly and the climax immediately reached. However, behind the simplicity of the video is an innovative technology which we have explored together with Google, which allowed us to obtain a truly captivating format”, said Filippo Vezzali, creative director at YOOX.

“This campaign is proving that it is possible to run a branding campaign with performance tools, thus integrating a full funnel strategy which appeals to both awareness and purchase intent. It is brandformance at its best,” added Simone Zucca, fashion and retail sector leader for Google Italy.

Technically, the ads have been developed by using RITA, Stink Studios’ proprietary real time video cloud rendering platform. Each item is seamlessly integrated into the animated video in real-time, as the viewer is watching, making each shoppable pre-roll ad completely unique.

The ads are running in the US, Italy, Japan and South Korea until mid December and across cyber weekend.

This post first appeared on Forbes.

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e-commerce Editor's pick film social media technology

Ted Baker thinks 360-degrees literally and figuratively in latest seasonal campaign

Ted Baker's Keeping Up With The Bakers campaign
Ted Baker’s Keeping Up With The Bakers campaign

You’d be hard pushed to find anyone thinking about campaign integration quite so much as British fashion brand Ted Baker these days. Its latest campaign for the season includes everything from a 360 VR experience, to an interactive window display, a shoppable video, over 2,000 different assets for social media, a contest-led Instagram Stories initiative and a digital look book.

And that’s just the half of it.

Keeping Up With The Bakers, as the initiative is called, centres in on a young family living on Tailor’s Lane – a (pun-intended) fictional street that is reminiscent of something between Stepford Wives and Pleasantville – a sort of suburban utopia with a strange undercurrent.

That feeling is represented in the 360-degree video more than anywhere else – a combination of stills and cinemagraph-like animations, it sees each of the looks displayed on the characters available to shop, all the while all sorts of other activity and hidden content takes place around it. A girl waves from the window, a car boot opens, a shadow passes in the doorway, the fire flickers, an oven opens, the washing line rotates, and more.

Ted Baker's Keeping Up With The Bakers shoppable campaign film
Ted Baker’s Keeping Up With The Bakers shoppable campaign film

Gail Dobinson, global head of marketing and PR at Ted Baker, says the team learnt lots from its holiday film Mission Impeccable about doing shoppable content well. On the one hand, the clarity of the clothing needed to be stronger, she explained, while consumers also wanted to be able to save just one part of a look and not the whole thing. Both of those factors are represented this season.

The creative work was no mean feat either – the team built the entire set, including the kitchen, garden, supermarket and more. Done in partnership with Happy Finish and Wirewax, the film is available on TedBaker.com as well as exclusive UK and US partner sites ASOS.com and Nordstrom.com. The VR version meanwhile is presented via Google cardboard, of which Ted Baker is distributing 20,000 in key stores, though the resulting content is not shoppable.

Ted Baker's Keeping Up With The Bakers interactive store windows
Ted Baker’s Keeping Up With The Bakers interactive store windows

In-store the brand has then teamed up with Nexus Studios’ Interactive Arts division to create interactive windows that invite passers-by to peek into the Bakers’ private affairs. By placing their hands onto palm print sensors on the windows, they will trigger cameras that catch them in the act and composite their images onto elements of the window set including a television, window and portrait on the wall. Facial recognition technology has been utilised to make that a reality without a green screen background.

Simultaneously, the same photo will be composited onto an emblematic image from the ‘Meet the Bakers’ world and will be published on the Ted Baker website. From there users will be able to share it across social media channels.

Over on Instagram meanwhile, Ted Baker worked with longtime digital agency partner Poke once again, to invite users to complete daily challenges through the Stories feature. That part of the platform particularly, was turned into a “neighbourhood gossip channel”, with episodic content making the story into somewhat of a soap opera.

Ted Baker's Keeping Up With The Bakers Instagram Stories integration
Ted Baker’s Keeping Up With The Bakers Instagram Stories integration

All in, Dobinson said the team used 2,000 assets across channels, edited down from near to 8,000. Each platform was thought about individually so as to ensure the creative work fit within the specific parameters each one entails. “In the past we would have retrofitted to channels, but all is now really thought out before and integrated across the board,” she said. It really is about thinking 360-degrees in every sense.

Categories
e-commerce Editor's pick film

Temperley London, Net-a-Porter and Cinematique team up on shoppable film experience

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Shoppable films are still on the rise following the launch of a Levi’s version last week, and now another by Temperley London in partnership with Net-a-Porter.

The UK-based designer has revealed a short film on the e-commerce site referred to as an ‘enchanting summer party’ and titled White Magic. It was shot by Henry Temperley (brother to designer Alice Temperley) in Somerset, England, and features models and muses including Anouck Lepère, Caroline Issa, Jacquetta Wheeler, Jade Parfitt, Laura Bailey and Padma Lakshmi.

As it plays, the viewer is able to click on any items they like the look of to save them into a personal boutique, thanks to technology from US platform Cinematique. The film keeps playing throughout, enabling a continuous, uninterrupted experience.

A small symbol bottom right of the frame shows how many items have been ‘saved’. That can be clicked at any time to enter a right hand slider panel showcasing each piece – the still from the video is shown to help the user recall what they chose, but can then be opened to view full e-commerce shots of the product as well as editor’s comments about it.

Each piece can also be shared over social media, and of course purchased on the Net-a-Porter site. Users can alternatively click on ‘shop the video’ to be redirected to a full gallery of everything featured.

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“Our exclusive collaboration with Cinematique came about very organically, during a recent trip to New York,” Temperley told WWD. “The digital, technical and creative vision between all of us worked from the very beginning, and it felt like the perfect collaboration. We’re doing something innovative and groundbreaking, but also really fun.”

Ulrik Garde Due, CEO of Temperley London, added: “The consumer wants authentic storytelling in an innovative and entertaining manner. Thanks to… Cinematique, viewers can emotionally connect with Alice Temperley’s magical world while shopping the film.”

Certain ‘hot spots’ within the film also activate extra content such as details on the party, a history of the house, outtakes and behind-the-scenes imagery (some of which is shown below), shot by the designer’s sister Matilda Temperley. Those assets can likewise be saved and shared via Cinematique,

Importantly, the film works on desktop, tablet and mobile devices.

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Categories
e-commerce Editor's pick film social media

Levi’s celebrates stories of a “billion jeans” on new #liveinlevis digital platform

Sandrine_Tonye

Levi’s has launched a digital platform set to host everything from shoppable videos to consumer-generated imagery as part of its new Live in Levi’s global campaign.

Created in partnership with AKQA, the microsite is designed to serve as a living lookbook or a showcase of the brand’s jeans being worn around the world. It will combine storytelling with social media and e-commerce, aiming to engage and activate its global community based on the idea of shared experiences.

“Nearly everyone in the modern world owns, or has owned, a pair of Levi’s jeans,” says Stephen Clements, executive creative director at AKQA. “The global ubiquity of the brand and the diversity of people’s style is what we wanted to celebrate. It’s something no other brand can claim.”

Indeed, the tagline for the campaign reads: “A billion jeans. One-of-a-kind stories. This is how the world lives in Levi’s.”

Anchoring the initiative at launch is an interactive shoppable film. Featuring influencers including Sleigh Bells frontwoman Alexis Krauss, through to street-style star Julia Sarr-Jamois, it invites users to further explore each individual story at any point while watching. Access is then provided to photo galleries, product information, videos and links to shop the look.

“The people who wear Levi’s have always been the inspiration for our brand,” says Jennifer Sey, CMO for the Levi’s brand. “This innovation is a way for us to open up our legacy and invite participation from all over the world by allowing users to shop for iconic Levi’s products highlighted in the film.”

In an earlier interview with The Drum, she explained: “We were inspired by all the letters we receive from consumers and so we just wanted to create and facilitate a space for the stories they are already telling about Levi’s. I would say the three goals of the campaign are to assert the brand’s denim leadership, to tell authentic self-expression, which is really our point of differentiation, and to put the brand back at the centre of culture again as opposed to on the fringe.”

The film was shot in New York, London, Paris, Tokyo and Shanghai in collaboration with editorial and production company, Monster Children.

Fans are invited to contribute to the project with their own Levi’s moments by using the hashtag #LiveInLevis across social platforms. The results will be curated by Levi’s and paired with a relevant product that users can click to buy. A certain level of localisation will also occur as content is created and promoted relevant to specific markets.

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Categories
digital snippets e-commerce social media

Digital snippets: Tumblr, Versace, Club Monaco, Chanel, Abercrombie, McQueen

A round-up of recent stories from around the web surrounding all things fashion and digital:

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  • Is a Yahoo-owned Tumblr more attractive to brands? [AdAge]
  • Versace transforms Versus line into a ‘digital brand’ (as pictured) [Fmag]
  • Club Monaco creates all-blogger look book (and launches it on Tumblr) [DisneyRollerGirl]
  • Keira Knightley stars as Coco Chanel for new Karl Lagerfeld film, Once Upon a Time [Fashionologie]
  • Video takes aim at Abercrombie & Fitch for “exclusionary” policy, spurs homeless campaign [Hollywood Reporter]
  • Alexander McQueen and McQ websites get new look [WWD]
  • Why Victoria’s Secret and Burberry win in social media — and other fashion brands fail [Business Insider]
  • The seven species of social commerce [Mashable]
  • YouTube jumps into retail with shoppable videos for brand channels, first client is Unilever’s Tresemmé [BrandChannel]
  • Wearable technology market set to explode, could reach $50 billion, says Credit Suisse [BoF]