Video Statistics

by Administrator 26. November 2012 17:20

An interesting insight into trends and growth in online video marketing - to an exciting and promising 2013!

1. Online video is the fastest growing ad format in 2012 with nearly 55% growth. (eMarketer, January 2012)

2. Consumer video usage on retail and brand sites hit record numbers on retail and brand sites during the 2011 holiday season. Cyber Monday vies across Invodo network were 897% higher than 2010, and Black Friday video views showed a 337% increase.

3. Shoeline.com saw a 44% increase in online sales conversions by using videos to showcase their products. "With such positive results on our existing videos, the goal right now is to add video to as many of our products as possible," says Frank Malsbenden, VP and GM of Vision Retailing Inc, the parent company of Shoeline.com.

4. Online video production will account for more than one-thirds of all online advertising spending within the next five years. (Borrell Associates Annual Benchmarking Results, 2012)

5. In a keynote address at CES, YouTube's Vice President of Global Content Robert Kyncl said that video would soon be 90% of Internet traffic. (Forbes, 2012)

 

Check out more statistics here:

http://www.invodo.com/html/resources/video-statistics/

 

 

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The Top 10 Luxury Marketers from Luxury Daily

by Administrator 14. November 2012 14:54

Another informative article we wanted to share with everyone. This time from Luxury Daily.

To catch affluent consumers where they are the majority of the time, luxury marketers such as Barneys New York, Cartier, Dolce & Gabbana, Harrods, Jimmy Choo and Michael Kors took to digital channels to deliver content, interactivity and ecommerce abilities. 

Luxury brands used digital efforts with a variety of goals in mind during the second quarter of this year, but it is certain that email, the Web and social media are imperative to a modern marketing plan. Ultimately, these efforts can strengthen a 360-degree brand message.

Here are the top luxury brand digital marketers of Q2, in alphabetical order:

Aston Martin – British automaker Aston Martin chose digital to market its new Vanquish model and saw a more than 100 percent increase in visitors to its Web site from social media channels among users in Germany, the United States and its home country.The digital campaign that spanned Facebook, Twitter, YouTube and the Aston Martin Web site began June 20 and centered on a digital car configurator, images and a video. Aston Martin recorded June 20-22 as its three highest traffic days on its global Web site at http://www.astonmartin.com. It saw the average number of daily visitors to the site double in the first seven days of the Vanquish campaign, per the brand. As compared with the same period seven days earlier, the automaker saw a 216 percent increase in visitors to the site from the German market. There were also 162 percent, 102 percent and 81 percent increases in visits from consumers in Britain, the U.S. and China, respectively.On Facebook, Aston Martin reposted the link to its site and its Vanquish images multiple times throughout the first day.

Also, the automaker released one new Vanquish image per day for the first few days of the campaign. An image posted June 22 got more than 24,000 ‘likes,’ the most for any of the brand’s Facebook images to date.Aston Martin received more than 4,000 new ‘likes’ for its Facebook page on the first day of the Vanquish campaign.Meanwhile, its YouTube video called “Aston Martin Vanquish – A Bold New Breed of Aston Martin” got more than 200,000 views since its June 20 release. This is the fastest-growing video the brand has produced to date (see story).

Barneys – Retailer Barneys New York redesigned its ecommerce site during the second quarter to include a personalized shopping experience and engaging social channel that could give the retailer an edge over competitors such as Bergdorf Goodman and Neiman Marcus. The new ecommerce site features an updated design, different product categories and enhanced product images at http://barneys.com. Consumers can make a purchase with as few as two clicks with a Barneys.com account. 

There are five sections that make up the personalized and social components of the site including Favorites, My List, Most Loved, Exclusively Ours and The Window. Users must have an account to have access to most of these functions. When users are viewing their favorites, they have the option of viewing curated lists by The Influencers, Barneys’ chosen fashion experts. Users can browse and follow these lists. Barneys raised awareness for the redesign via email and social media and is promoting lists by The Influencers such as fashion designers Mary-Kate and Ashley Olsen and actresses Katie Holmes and Julianne Moore via email, Facebook posts, tweets and Pinterest inspiration boards (see story). In addition, Barneys took the lead in the ecommerce sector during the second quarter with the release of its second shoppable video. The “Transform the Everyday Black Dress” video featured fashion blogger Geri Hirsch shopping in Barneys’ Beverly Hills store. The video contained direct links to the ecommerce site where consumers can purchase the items featured (see story).

Cartier – On the heels of its branding film L’Odyssee de Cartier, the French jeweler is raising awareness for its new Tank Anglaise timepiece with an all-encompassing digital push that includes a video, social media, email and digital ads. Much of the brand’s second quarter efforts focus on the history of its iconic Tank timepieces that spans from 1917 to present.

For instance, the Never Stop Tank experience on Cartier’s Facebook page shows the history of the Tank model via images and captions. The watch is shown in historic images of celebrities such as artist Andy Warhol, French filmmaker Jean-Pierre Melville, French-Swiss actor Alain Fabien Maurice and musician Duke Ellington. Also, a 70-second video called “Never Stop Tank” showcases the Tank model alongside the evolution of the arts. The video is featured in the Facebook application (see story).

Dolce & Gabbana – Italian fashion house Dolce & Gabbana’s newly retooled YouTube page not only attracts attention to social videos centered on its latest lines and collections, but includes an ecommerce option that drives traffic right back to its online store. During the second quarter, the label relaunched its YouTube page to pick up on the look and feel of the brand world using a sleek aesthetic and clear editorial lines, per Dolce & Gabbana. The page is divided into featured videos, collections, campaigns, beauty, friends and events, insights and accessories. Users can scroll through each featured video using the arrows on the section. 

Alternately, clicking on the other sections brings up thumbnail still shots from each video. Running over the video with a cursor brings up the name and other details. Below the videos is the ecommerce section. Clicking on this section draws consumers right to the Dolce & Gabbana Web site where they can search through different trends. Dolce & Gabbana seems to be trailblazing this phenomenon that is likely to increase ecommerce transactions, especially if consumers just watched a video that gets them in the shopping mood (see story).

 

Harrods – London-based retailer Harrods marketed products in a breadth of digital shopping guides throughout the second quarter, which it spread via its Web site, social media and email. In May, the retailer pushed summer fashion and beauty in a digital shopping guide and e-boutique presented by occasions that affluent consumers would likely celebrate. Harrods offered summer-appropriate items in an e-boutique called The Season that is also a guide to dressing for festivals, balls, races and parties and is sharing the content via email and social media (see story).

In addition, the retailer’s extensive digital campaign to promote its wedding e-boutique consisted of multiple emails, social media posts and online shopping sections that appealed to different types of people at a wedding including the bride, bridesmaids, mother of the bride and guests (see story). Other digital shopping guides created during the second quarter include a site section of Diamond Jubilee-themed products and a Father’s Day gift guide.

 

Inspirato – In the second quarter, high-end destination club Inspirato devoted a microsite to its Inspired Giving platform that allows non-members access to its property portfolio in exchange for donations to organizations. When consumers donate $2,000 to an array of educational, environmental and health charities, they are given access to Inspirato destinations in California, Colorado, the Caribbean, Mexico, France, Hawaii, London, Italy and New York. Inspirato relies on its Web site and organization partnerships to market this effort. The Inspired Giving platform works through the Inspired Giving Web site at http://www.inspiredgiving.com. For every $2,000 donated to an organization, the donor gains one-time access to an Inspirato luxury vacation without having to pay the initiation fee. 

In return, Inspirato contributes one Inspired Giving vacation experience that the organization can auction to raise funds. All of the funds raised go back to the charity. Also, for every new Inspirato membership generated from the donation, Inspiried Giving gives $2,000 back to the charity (see story).

 

Jimmy Choo – Footwear label Jimmy Choo is calling on consumers to shape a user-curated fashion Web site named after its Choo 24:7 collection that may position the brand as a go-to style resource. The Choo 24:7 microsite presents a collection of user-submitted photos that can be viewed by time of day and location. Looks are labeled morning, afternoon or evening and places include New York, Los Angeles, London, Amsterdam, Singapore, Beijing and Shanghai. Signed-in users can “like” images by clicking on the heart on the photo and comment on looks using a Facebook account. Consumers can sign up to post photos by linking their Facebook account or creating a site-specific account. Traditional signup requires full name, email, country and creating a password and offers the option to sign up for the Jimmy Choo newsletter. To launch the site during the second quarter, Jimmy Choo posted looks on women around the world that the brand gathered. After its launch, the label pushed image uploads on the site with a contest that was promoted via Facebook and Twitter. Users had until June 6 to submit their style photos for the chance to win a Choo 24:7 wardrobe worth up to $6,240 (see story). The U.S. Open’s Web site featured interactive ads from the brand and a free golf game called Virtual U.S. Open that looks like the course where the tournament takes place.

 

Lexus – As the exclusive automotive partner of the U.S. Open, Lexus’ online campaign for the tournament that included digital advertisements and a virtual golf game was expected to see more than 100 million impressions and 100 million social media ad impressions, according to the game organizers. Throughout the game, players saw branded in-game tee marketers, flagsticks and wind indicators. In addition, every avatar wore a golf shirt and hat with the Lexus logo. Lexus took this opportunity to push the RX F Sport via video ads (see story). Meanwhile, the automaker is raising awareness for the “What’s Next?” motto surrounding the campaign for its RX and RX F Sport models in a series of online video and audio sponsorships with NPR, MSN, ESPN and Food Network, which it is rounding out with digital ads. For example, the automaker is a founding partner of ESPN’s new ESPNW network dedicated to women’s sports and lifestyle content. The RX is sponsoring an eight-part video series called “In The Game with Robin Roberts” in which the former SportsCenter host and current “Good Morning America” anchor interviews female athletes about “What’s Next?” (see story).

 

Michael Kors – Fashion label Michael Kors enacted a few significant digital campaigns during the second quarter of this year. First, the label tapped its fans during one of the biggest marketing occasions of the second quarter – Mother’s Day. Michael Kors held a contest that let consumers enter to win one item per day until Mother’s Day via a Facebook app that, for the first time for the brand, was mobile-compatible. The What She Wants campaign was spread via email, social media, the Michael Kors Web site, mobile and in-store efforts. For example, the brand used mobile call-outs on windows in select stores to further promote the contest (see story). Next, Michael Kors invited consumers to its new location on Manhattan’s Madison Avenue via email and a social video starring blogger Man Repeller (see story). Another digital campaign from Michael Kor began in June and pushes the wearability of its collections. The Living the Kors Life campaign is hosted on the label’s lifestyle Web site at http://destinationkors.com as well as Facebook, Twitter and YouTube. Each season, Michael Kors will follow three different Insiders, or employees, and cover their fashion, culinary and entertainment choices while showing the women in the brand’s apparel and accessories (see story).

Oscar de la Renta – Oscar de la Renta revamped its Facebook commerce strategy in the second quarter through the introduction of a new platform that allows consumers to share products with their friends, but the U.S. label controls exactly what they say. The former social commerce strategy included a monthly product that was available exclusively on Facebook. Using the new Graphite platform, consumers can share products from the Oscar de la Renta Web site by choosing words such as “need,” “want” and “wore.” Clicking on one of the options puts the brand product on the users’ Facebook page for their friends to see. Another aspect of the new platform is that consumers do not have to leave the Facebook page to see a product. Instead, the link opens up a small shopping section on the users’ wall that allows consumers to look at the product and then takes them back to the Oscar de la Renta Web site to buy (see story).  

 

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All Saints' A/W 2012 Creative Video Campaign

by Administrator 31. October 2012 17:03

 

 

When we saw All Saints' new video c ampaign for their Autumn collection, we couldn't help ourselves from feeling a hint of jealousy. Not only because we wish we had created the video ourselves but because of the chance to work with such a vast group of talented individuals. The cast includes fine art painter Tom Campbell, musical duo Alpines, violinist Marques Toliver, photographer Phoebe Colling James, entertainer and model Tony Ward, ballerina Vita Kan, singer and model Sophie Dickens, poet Greta Bellamacina, Dazed & Confused editor Stuart Hammond and film maker Laura Gosh. That's a whole lot of creative energy to pack into one sixty-second fashion film! The company appointed a new Chief Creative Officer, Mr. Will Beedle, who seems to be taking the brand in a new direction since the opening of storesin the United States and around Europe. The forever edgy Spitafields brand goes the extra mile with their autumn campaign, showcasing how effortlessly cool and wearable the clothes really are, no matter who you are or what your lifestyle is.

Fashion video marketing at its best!

 

You can watch the video here: http://www.allsaints.com/video/women/aw12-campaign/

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Ghetto Punk Romance

by Administrator 31. October 2012 15:31
The time has come to reveal a little more information about a short film we've been working on over the past few weeks...



We heard about the 50 kisses competition a couple of months ago and decided to read a couple of scripts out of curiosity (you can find out more about the competition here). Lloyd Morgan's "Ghetto Punk Romance" instantly grabbed our attention and despite our busy schedules, we really wanted to take the time to bring this script to life. It's not every day that you come across such a strong piece of writing, especially in a 2 page script! We contacted Lloyd soon after and had a little brainstorming session to find out more about the characters and what inspired him. This definitely helped in the initial steps of production and motivated us even further to get the right crew and actors together. We adapted the script in order to avoid the location restrictions that would've been involved had we filmed in front of a bank. In the end, we agreed on using a jewellery shop, which worked out perfectly as we found the perfect location right near our office in Notting Hill.
 
 
 
 
We shot on the Red Epic and filmed over the course of one day, on one street, with four amazing actors and eleven talented crew members. It's a little crazy to think that this all started only a few weeks ago and that we are now going in the final stages of post production! With the help of our fantastic editor, Pawel Stec and post-production house Onsight, it won\t b long before the premiere of "Ghetto Punk Romance"!
 

We can't wait to hear what everyone thinks of our short film and will keep you posted on when the final edit comes through. Stay tuned! 

 

 

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An interesting article from Unruly Media...

by Administrator 31. October 2012 15:16

 

So you want to create an ad that will be shared across the web, but you are not sure how long to make it. Should it be less than one minute? If it is longer than two minutesare web users less likely to share it with their social networks? Isthere an optimum length? Does it even matter how long it is?

Well, in the world of social video advertising, size does matter – but maybe not in the way you think. You would imagine that the average web user would rather have a red-hot poker rammed in their left eye than sit through a four-minute-minute ad. After all, these are the days when consumers pick and choose what they watch with a nonchalant flick of their DVR remote. These are the days when a 15-second pre-roll ad can drive even the calmest and most patient individual into a frothy ball of uncontrollable rage.

However, if you look at the length of most popular online video ads of all time, a very different picture emerges. The average length of thTop 10 most shared ads of all time is a 4 minutes and 11 seconds. Yep, just short of five minutes (sort of). Now, I know what you are thinking: it's the Kony factor that has driven up the time. Stick the charity Invisible Children's 30-minute video in there and of course the numbers are going to fly up. Kony 2012 was a one-off; a global phenomenon that is not a good yardstick for commercial brands trying to make it big online.

Well, what if I told you that that figure actually does not include Kony. In fact, if you did include it, the length would increase to a mammoth 6 minutes 12 seconds. Indeed, even without Kony, half of the top 10 are more than three minutes long, including Abercrombie & Fitch's Call Me Maybe spoof, while four are more than four minutes 57 seconds. Two, including the highly successful Gymkhana 4, created by DC Shoes, are more than nine minutes.

In fact, look at the top 50 and a pattern develops: the shorter the ad, the fewer shares it tends to attracts. For example, the average length of the 11th to 20th most shared ads of all time is 2 minutes 30 seconds; videos 41-50 it's 1 minute 45 seconds. The top 50 average (again not including Kony) is 2 minutes 54 seconds.

So what does this mean? Well, firstly, the attention span for social video advertising is considerably longer that of a traditional 30-second TV spot. It’s not surprising. Recent scientific and academic research has found that the number of shares a video attracts, whether it is user-generated or commercial, is linked to the strength of emotion it elicits from its viewers. The stronger the emotion, the more likely it is going to be shared. So it’s hardly surprising that longer ads are more likely to wring out people’s emotions. Thirty seconds is barely enough time to do anything. Sure, it's long enough to introduce a product, but is long enough to tell a story?  

More significantly, it shows that people’s attitudes to advertising have changed. Rather than being interrupted by a brand, they want to be engaged by one. It’s a change that more and more advertisers are beginning to embrace. They know the days when they would just buy some airtime or ad space and blast it out to a supposedly captive audience have long gone.

These days, they know that to reach out to their target audiences online they can’t just put their TV ad on YouTube and hope for the best. Instead, they are embracing the opportunity to become content creators - and it is these brands that are reaping the rewards online.

http://www.unrulymedia.com/article/does-video-length-matter-online-video-advertising

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The BBC Masquerade Ball

by Administrator 31. October 2012 14:59

 We were thrilled to be given the opportunity to create the visuals for the BBC Masquerade Ball (which also happened to be on the same day as Dr Who actor Matt Smith's 30th birthday). The event took place at The Grand Residence of Lord Edward Davenport at 33 Portland Place, an absolutely remarkable house that was used during the filming of Tom Hooper’s “The King's Speech.” The large wall at the entrance was our canvas, which allowed our very own Susanne Aichele, along with the Art Director, Ale De Carvalho and stylist to the stars, Leo Belicha, to project a montage of footage onto several gorgeous girls, creating an intriguing mix of shapes, textures, shadows and light which, we are told, was thoroughly enjoyed by the evening's guests. It was a very special night.

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Wise words...

by Administrator 18. September 2012 15:21

"Storytelling sells products online, especially if they are unique."

We stumbled upon a gem of an article recently on "Different Digital Marketing Trends for Fashion, Luxury and Retail," and wanted to share the goods! As a Video Production Company based in London, it is important to stand out from the crowd, which is why we have always believed in the power of storytelling: If you want to increase your brand’s value, loyalty and desirability, you need to start entertaining them.” However, we understand that it is just as important to keep up with modern technology and the different ways it can help increase the success of your product or brand:  "In addition, Michael Litt, co-founder of VidYard, talked about new technologies that allow customers to purchase a product from a video window without interrupting the video playback, creating a seamless ecommerce experience." 

Check out the entire article, here: http://fashionablymarketing.me/2012/04/digital-marketing-trends-retail/


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Hamburg here we come!

by Administrator 18. September 2012 14:42

The Rainstar Team will be travelling to Hamburg soon! We are very excited to be working with the amazing Director of Photography, Tom Mitchell, who will be working with us during the secret two-day shoot to capture all of the surprises we have in store for you… 

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Darren Statman's "Hades"

by Administrator 18. September 2012 14:18

                    

                        

One of our favourite collaborating directors, Darren Statman, showcases his ever-growing talent in a new short film for Untitled Motorcycles, a group of bespoke bike builders based in Camden. The people behind the local workshop have been building a brand that focuses on the quality and individuality of each of their products since 2009, an attribute that customers value above all. Statman’s beautifully shot “Hades” was filmed around South East London, guerilla style, to flaunt and promote these beautiful motorcycles into the digital marketing sphere. The video stays true to Untitled’s authentic approach, focusing on the power and history of the bikes to present them in their full glory.

The short film will be screened on the 27th September in Camden:

                               

Check out the video and what the director himself has to say about “Hades,” here:

http://www.onepointfour.co/2012/09/17/full-throttle/

The Tailor Made Film Package

by Administrator 16. May 2012 13:00

  

As we announced earlier this year, The Tailor Made Film Package is in full swing! Rainstar Boutique has joined forces with Fashion Monitor – the leading international network for the fashion, beauty and lifestyle industries – to bring fashion short films into the spotlight.

We believe that the combination of film and fashion is open to infinite possibilities and great marketing opporunities, so we are thrilled to offer a fashion film production and distribution package deal, tailored around your brand’s objectives. 

 The Tailor Made Film Package is available exclusively to Fashion Monitor members with a 25% discount for briefs received before the 29th of June.

We are extremely excited to see this package come together and are proud to have The 7th Chamber – one of the leading video seeding agency - on board to create a tailor made distribution plan for your film.

The 7th Chamber who “specialize in charming the pants off the internet” will generate global online awareness once the films have been made, making sure that they circulate with maximum impact and giving you the chance to monitor the campaign progress and audience impact. Check out their Fashion Campaign Case Studies here: http://www.the7thchamber.com/category/casestudies/  

 

           

So, what’s next?

Send your brief to film@rainstarboutique.com detailing the brands vision, what kind of film you wish to have produced and your budget. We will assess its feasibility and present a customized plan to bring these ideas to light.

Once the concept, budget and distribution plan are green-lit, the film will go into production and the fnal cut delivered to you and the rest of the world.

As a bonus, we will be hosting a glamorous screening event in the Autumn, giving your film additional exposure to industry specialists, bloggers and press.

Now, get ready and check out all the details on how to have your film made on: http://www.rainstarboutique.com/content/pdf/TMFP.pdf

 

 

What could your Tailor Made Film look like?        

  

  

Fashion Monitor:http://www.fashionmonitor.com/

The 7th Chamber:http://www.the7thchamber.com/  

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About the author

Rainstar Boutique specializes in the video production, video marketing and fashion film production for fashion, design, luxury and consumer brands

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