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12/06/2012 by

See, Like, Buy: How Video Fuels S-Commerce?

What could happen if you’d mash-up fashion, a gen-y audience and smart social video? Indeed, closing the loop 360 with a See, Like, Buy effect in social media that fuels social commerce. Just click below case trailer to find out…

The campaign The Liberation, was developed by Danish agency Uncle Grey for retail brand Only. I dare to call it: stunning or groundbreaking…

Now this my dear CMOs, this kind of content could earn you the attention of opinion leaders and influential fashion bloggers. Sure, you can still buy media. But attention, respect and friends, they will have to be earned in the social era…

What I liked about it is the brand experience offered by Only. And I do hope that many CMOs will embrace a similar approach. Why?

Because most brands do have a mission statement, but that is often immediately deteriorated by their interruptive, selfish, one-way, mind-jacking ways of brand advertising.

Curious as I was, since I never heard of Only, I looked up their mission statement. It says: Only wants to create a denim revolution, spreading the true jeans-attitude to everybody. Our aim is to transform the everyday life from grey and monotonous to fun, colorful and creatively eventful.

Well, Only’s advertising is certainly living-up to their mission statement. And this is how we like it: under promise and over-deliver. Or promise and over deliver, fine too.

Over promised stuff, not being backed by its delivery: So sorry, but we’ve joined those promotions and already got your t-shirt. You’d better impress us..

If you did not get the above case study, or would like to experience it yourself first, please go to the Onlyebecausewecan site.

Here the video will start playing. If you like a fashion item, click your screen to pause the video. See what happens next and try it.

If you are able to turn the video into a catalogue and can like the items on Facebook, you understood the UI and might be promoted from old nerd (like me) to being proudly part of the gen-y target audience. If not, please try the Pinterest page.

Point of improvement I must mention to be fair: the meta data around the video on YouTube is pretty dramatic. And that makes me think: how about the rest of the distribution, outreach and metrics?

More important, we’d love to hear your thoughts in the comments below. What score do you give this campaign? What is your advice to CMOs targeting a gen-y audience?

Thank you Aygin Kolaei for the tip. Sharing is caring.


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