What does this prove? When brands approach their content creation with creativity, humor, and a thorough understanding of their target audience, it’s easy to become what your customers love.
“The best company” is the third entry in the #missadventure video series. The first episode debuted for the Christmas season last year, and the second entry came out this past April. All three videos are funny, showing Anna Kendrick’s charm and talent. Each video also features a surprising cameo: fashion icon Iris Apfel in episode one, the amazing Lily Tomlin in episode two, and of course, Gloria Steinem in episode three.
On their YouTube page, Kate Spade New York has supplementary videos, outtakes from the series, and talking heads from Kendrick, Steinem, and Apfel. While it’s possible to binge-watch all the content on their channel (which I may or may not have done while writing this piece; okay, I definitely did), each piece is so short and well-contained that it’s hard to get bored.
It’s not enough to identify the brands that compete for your customers’ dollars. You also have to understand who’s competing for your customers’ attention. A fashion brand can’t compete with such heavy hitters as Vogue and Vanity Fair. The magazines have resources, journalists, and, in the case of Vogue, over 120 years of credibility. If brands attempt it, they’re likely to come off as self-serving, biased, or worse, last season.
Instead, brands like this one must use their content creation process to further their brand identity. In PR Newser, Kate Spade’s CMO describes their customers’ personality as “culturally curious, quick, playful, spirited, and chic.” So how does their video series measure up to this description? Pretty well, of course. Kendrick’s character embodies the playful, spirited, and chic persona. Culturally curious? Considering the varied and impressive roster of guest stars, I wager that these videos satisfy that requirements.
The charm of these videos does as much to engage with the viewer as any content could. Of course, the products Kendrick wears and carries, which you can shop through an embedded link, don’t hurt. Watching the videos, I felt exactly as I imagine their marketing directors wanted me to feel: that I wanted to wear what Kendrick was wearing and live the life she’s living, especially with that tower of croquembouche.
As more of our clients begin to think about adding video to their content marketing mix, they often ask what the content of their videos should be about. A better question about this type of content creation is, “How should the video make me feel?” If you’re lucky, you’ll find a way to use your brand identity, those three words that describe your company and its culture, to drive the video and it’s emotions. An adorable, garden-gnome-shaped clutch never hurt anyone either.
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