The only thing we need to achieve effective Fashion Branded Content is to create content that is likely to go viral or be shared on different social channels, blogger blogs, influencers, sector websites, media, etc.
Difficult? Not necessarily, if we have a small investment in our marketing budget and we focus a little of that investment on a good video. Do you really think it's complicated? You just have to rack your brains to come up with a brilliant idea.
CASE 1. As brilliant and as simple as the one ELLE magazine had with its Surfing Waves video . Note that the investment for this video was to hire a well-known blogger (Patry Jordan) + a video + hair straighteners. The result? 166 thousand views and, as a consequence, the creation of a section on its YouTube channel dedicated to DIY in which users learn beauty tips.
CASE 2. Last year, the Spanish brand Calzados Victoria gave its company a makeover, rejuvenating its digital and offline presence. They launched a campaign called '100 years of love' . Yes, okay, they spent money on numerous actions. But in terms of Branded Content, there is one whose budget was summarized at 1 camera + 1 interviewer + a video editor. The result? Viralization of the brand along with the campaign videos. It is true that this video alone does not tell us as much as the ELLE case, but as a whole Calzados Victoria achieved its objective: Interesting content (shared on networks), entertainment and visibility = Branded Content.
Interesting content for Branded Content? Brands that can inspire you
I mentioned it at the beginning and I remind you now: the objective is to entertain users (either with humor or information) while reminding them of your brand and at the same time capturing something that interests you (visibility, leads, visits, clicks...).
The kings of entertainment are in the United States, although I have managed to rescue some Spanish examples so that you don't point the finger.
CASE 3. I bring it to you from PUMA Fragrances , who created an incredible armenia phone number data video called Dance Dictionary . In it, the dancers use their body movements to write each word that we choose from a small repertoire of words. Does anyone doubt that this video is entertaining? I don't think so. Added to this is the visibility, since it was a widely shared video at the time. What we are not very clear about is the return for the brand, but I am sure that it had some.
CASE 4. I love this one because it comes from a beverage brand but it is focused directly on fashion . It is something that, as fashion brands, we can do for many more reasons. The brand? Absolut Vodka . Original? Without a doubt. Simple? Yes. And also full of feeling and information. The video belongs to “Connecting Visionaries” a series on the Absolut Network that this chapter is dedicated to fashion where it interviews the director of ItFashion.com . We return to the same thing: a simple idea (an interview) with original content and visibility for the brand.
CASE 5. Can you tell what the following video is advertising? A fashion brand? A shoe brand? Maybe a t-shirt brand? Or maybe they are promoting a dance school or a new ballet. Well, no, and this is the example I bring you to show that Branded Content does not always have to imply the product because what is important is the message, the teaching or the emotion. Ok, yes, I have skipped the fashion examples, but this one could be one! If it weren't for the fact that it is about Sagami Original condoms (Does it count as fashion if I say that they are raincoats?)