Rebecca Taylor approached IDOL to produce a video series telling the story behind the brand, and utilizing Rebecca herself as the main subject. Rebecca wanted to connect with her customers more closely and we saw this video series as the perfect opportunity to do so. The branded content was used on RebeccaTaylor.com and on their social platforms to build brand awareness and affinity, as well as drive traffic to their site and generate sales. Our objective was to create content that shared the brand message with customers in a way that was innovative, creative and authentic to drive the results the fashion line was looking to achieve.
In collaboration with Rebecca Taylor, IDOL produced a video series titled "Rebecca Taylor Shorts" sharing Rebecca's story and giving insight into the beginnings of her print and texture-infused brand. We gave visibility into Rebecca's journey of building her company with funny and charming anecdotes along the way, as well as sharing the creative process behind her brand DNA.
IDOL produced three chapters in the series: Rebecca's Story, About Lace, and Mum Knows Best. How did a girl from a tiny village in New Zealand find her way into the heart of NYC's fashion world? It took a fierce imagination, a lucky issue of Elle magazine, a willingness to try and do anything to succeed—and of course, a little magic. For the very first chapter in the film series, we've gone back to the beginning of it all to tell the story of Rebecca's early experiences of moving to NYC and starting her career. The subsequent films introduce lace as the signature fabric of the brand DNA and then lastly, shares her mom's influence on her aesthetic and life-long passion for designing.
Sam Shannon, our director, helped us weave a narrative taking a fashion documentary-style approach to the series. Each film also incorporates illustrations by Amanda Sandlin, which were animated throughout. We carefully planned out the arc and duration of each video with the client to make sure that then end result was equally compelling, as it was snackable, for social media and other online distributions channels.
We utilized Rebecca Taylor's Instagram account, PR and email to drive qualified traffic to the videos stored on RebeccaTaylor.com
The Rebecca Taylor team was very pleased with the results because while the videos themselves were less of a direct sales-driver and more of a way to engage current and prospective customers, those customers who engaged with the content spent more time on site and had a higher Average Order Value.
From 4/14 to 5/22, the campaign:
• Content drove 20% off all new visitors to the site during the time period
• Drove 8% of direct demand during the period
• Generated a 14% engagement rate via a paid social media effort, which is 2X that of previous brand videos.
