Online fashion blogs are a relatively new concept; fashion organisations have noticed the popularity of viral video marketing and are now using the technique to their own advantage. “To go viral online, if you all you do is hold our attention, you’ve failed. In viral videos, your job isn’t to keep viewers from changing the channel”. (Voltz, et al. 2013, p2). Organisations strive to be noticed, if a video goes viral then this is a seriously effective way of getting a brand message shared quickly. Youtube is a well known video blogging site which allows users to like and share user generated content “Viral video is about sharing. That makes it different from every other kind of picture ever made.” (Voltz et al. 2013, p2). Businessess use YouTube in order to promote their own material or simply make themselves know. Some viral videos are unrelated to the brands product or service, but the fact that theyre being mentioned is enough to create brand recognition. An example of this is the Cadburys adverts.
“There are four core principles that we’ve found are crucial for you to understand:
- Be true
- Don’t waste our time
- Be unforgettable
- Ultimately it’s all about humanity” (Voltz et al. 2013, p5).
Cadburys created a video of two children moving their eyebrows to a techno song, completely unrelated to their confectionary products, this video had everyone talking about the brand name. “It’s to get them to love what you’ve made so much that they want to stop what they’re doing to tell their friends”. (Voltz et al. 2013, p2).
Cadbury. (2007). eyebrow dance
These adverts are wild and wacky, another Cadbury advert is this Gorilla playing the drums…
Cadbury. (2007). Cadbury Gorilla.
Examples of viral fashion videos
LANVIN FALL WINTER 2011-2012 AD CAMPAIGN
Lanvin. (2012). Fall Winter 2011/ 12.
These supermodels Karen Elson , Raquel Zimmermann, Lowell Tautchin and Milo Spijker are well known for their professional outlook; here they are here dancing along to Pitbull’s 2009 hit “I Know You Want Me”. This video combine’s comedy and shock, viewers share this video with their friends. “Were more likely to share something that gets us fired up” (Voltz et al. 2013, p3).
PRADA CANDY L’EAU
Prada. (2013). Prada candy
Prada created a new perfume in 2013 called Candy L’eau, the advertisement combined stylish fashion statements with well known stars. The key to this video was the comedy values and the attention grabbing style. This advertisement is an example of how fashion can be engaging and comical. When youre trying to make a fashion video go viral, take this into consideration. The fashion world is full of seriousness, try to have some fun!
ART IS DEAD. JEANS ARE ALIVE. STARRING AMY POEHLER
Comedian Amy Poehler is featured in this viral video, the video pokes fun at the art world. Although the clothing and style of these models is outlandish, its eye catching. Fashion is all about expressing yourself and making yourself known. This video is memorable and the business also published the outtakes for the world to see, with comments such “This piece is aggressive, it’s dangerous, it’s stupid and that’s why I like it.” This makes the video engaging, users want to laugh and enjoy fashion.
LADY GAGA – TELEPHONE FT. BEYONCE
Old Navy. (2014). Art is dead.
Lady GaGa is a well known star, famous for her good looks and charm, she paired up with Beyonce to create a music video called “Telephone” in 2010. You may be wondering how this is linked to the fashion industryo.. it was styled by Nicola Formichetti. A well known designer can get people talking, an opportunity for fashion to be displayed in a pop video means that both pop and fashion enthusiasts will like and share it. Encouraging more than one category of viewer is a great way to increase the views on your video marketing campaign.
Sh*t fashion girls say
The platform. (2012). Sh*t fashion girls say.
Sh*t Girls Say was viral video which spoke about the fashion industries stereotypical fashion leaders. This video makes the industry more relatable, it means that normal everyday people can gain an insight into the fashion world. It a good idea to try to make your viewers feel like theyre equal to you, if you ever find yourself being patronising rethink your strategy. “Were more likely to share something that makes us feel good” (Voltz et al. 2013, p3).
References
Cadbury. (2007). Cadbury Gorilla. Available: https://www.youtube.com/watch?v=wHjieD6CTYs. Last accessed 27/04/15.
Cadbury. (2007). Cadbury eyebrow dance. Available: https://www.youtube.com/watch?v=5aDCrYUKIMo. Last accessed 27/04/15.
Old Navy. (2014). Art is dead. Available: https://www.youtube.com/watch?v=nf_bMjJ8mK4. Last accessed 27/04/15.
The platform. (2012). Sh*t fashion girls say. Available: https://www.youtube.com/watch?v=ojnnSZcQEpc. Last accessed 27/04/15.
Lanvin. (2012). Fall Winter 2011/ 12. Available: https://www.youtube.com/watch?v=cwwcnUBY9Zg. Last accessed 27/04/15.
TatiaPllieva. (2014). First Kiss. Available: https://www.youtube.com/watch?v=IpbDHxCV29A. Last accessed 27/04/15.
Prada. (2013). Prada candy. Available: https://www.youtube.com/watch?v=gbRE10bmmpc. Last accessed 27/04/15.
Voltz, S., & Grobe, F. (2013). The viral video manifesto. McGraw-Hill Professional.