You might be using various digital marketing strategies to promote your fashion brand. But if video marketing is not on your list, then you need to think again! Video formats create exciting and immersive experiences for the viewers. This is the reason why most brands especially fashion businesses leverage video marketing in their campaigns to attract and engage more customers on social media.
According to one research, almost 90% of businesses use videos as a part of their overall marketing strategy. It’s not a surprise that video ads generate the highest ROI for fashion brands.
Fashion is one of those industries where customers make their purchases based on how attractive the products look. Video marketing is the most effective way of showcasing your fashion products like clothing and apparel, handbag collection, or even shoes more appealingly and interactively to the customers.
Now this might vary from industry to industry, but in today’s article, we are specifically talking about video marketing strategies for fashion brands. We have gathered up some of the best fashion social media campaigns and covered everything from setting up meta shops for your fashion ecommerce business to TikTok reels. Get inspired by the fashion video marketing campaigns that have produced results.
Ready to dig in? Keep on reading!
1. Stand up For a Cause to Drive Impactful Video Campaigns
Even if you ask the big names in social media video marketing campaigns who have worked with various brands, they will tell you the same thing. Everyone has been a victim of this. Most marketers skip ahead the step of leveraging emotional storytelling to drive their video marketing campaign.
Let’s say you have a dear cause that is dear to your heart and you want to shed some light on it. You can create a video marketing campaign to spread brand awareness for your fashion ecommerce business or to make your videos go viral on TikTok or Instagram. You see once you have a clear cause or emotions you want to highlight with your campaign, now you can decide whether you want to create a long-form informational video or an engaging reel that makes people stop the scroll and leave a like or share.
A good way to start is to do some research first. Look at some social media campaigns to find inspiration for what important cause they are highlighting. Also see which video styles, formats, and durations will work for your video campaign. Finally set up clear KPIs you want to track like video engagement rate, video view through, or social media shares to assess how your campaign is performing.
Example: Michael Kors’s WatchHungerStop Campaign:
Fashion giant Michael Kors sets a great example of storytelling with an important cause and targeting the emotions of their audience. The brand partnered with the World Food Programme which is a non-profit. The goal of the campaign was to raise awareness about the issue of food security and hunger and to support the World Food Programme’s mission to provide meals to children.
To raise awareness about the issue the brand started posting a series of creative visual posts and short reels on social media to make their campaign go viral. By doing this they were not only able to succeed in promoting their brand but also shed some light on the massive food insecurity issues.
The WatchHungerStop campaign was a big success as the numbers show. Their campaign posts gathered 894.5K impressions. You might be wondering how were they able to make their campaign such a big hit. Well firstly, the brand announced their campaign in style.
They rebranded their Instagram with colorful graphics to launch their new LOVE t-shirt line which gave people a heads up of what’s coming next. Each post and video reel of Michael Kors’s campaign got thousands of likes and was viewed by millions of people around the world. What’s more, the brand donated all of its profits from its LOVE t-shirts to WFP.
2. Influencer Collaboration to Reach the Right Audience
Okay so now that you have decided which cause you want to promote with your video marketing campaign, it’s time to think about your target audience. Understand their interests and preferences so you can show them exactly the products they want to buy. Let’s say your customers support sustainable fashion and want to invest in eco-friendly clothing or handbags made from recycled materials. Then you need to collaborate with the right influencers to create videos raising awareness on how your fashion brand is implementing sustainable practices.
If you have not created your target audience yet, now is a good time to start building client avatars and buyer personas. Then comes the part of influencer hunting.
If you don’t know what influencers will be a good choice for your fashion brand.
You can search for influencers on the top influencer marketing places like Upfluence or CreatorIQ. You can also hunt for influencers on social media platforms like Instagram or TikTok.
Once you have found which influencers you want to work with, it’s time to see which video formats work best for your particular platform and audience.
For example, if you are a fashion ecommerce business targeting a millennial or Gen Z audience, then you might consider collaborating with the influencers to create reels for TikTok or posting engaging Instagram videos to launch your new collection.
To promote your fashion brand you must post a mix of both short-form and long-form videos. Long-form videos work well on YouTube, Facebook, or Instagram Live. While short 15-second videos work on TikTok, Instagram reels, YouTube Shorts, and Snapchat.
Example: Prada at Milan Fashion Week:
Talking about collaborating with big influencers to engage the right audience at the right time, Prada’s Milan Fashion Week campaign is a good example to learn from. For Milan Fashion Week, Prada collaborated with Charli D’Amelio. She has 155.4M followers on TikTok making her the most followed influencer on the platform.
What the brand did was a simple subtle marketing move. They invited Charli to the event, and she started creating videos of the event on TikTok, dressed up in all Prada. In total, she posted 7 to 8 different videos of herself having fun at the Fashion Week and dancing in all exclusive Prada and tagging the brand.
Not so surprisingly, her videos reached millions of people and were reshared and viewed hundreds of thousands of times. Each video was viewed between 26.5 to 74 million times. This made Prada’s campaign go viral on TikTok.
Why was this move so effective? Well, TikTok is a great platform to promote your brand to a younger audience, especially teenage girls.
And that’s exactly what Prada did with their tactful video marketing campaign. Collaborating with a TikTok celebrity exposed Prada to Charli’s younger Gen Z following and helped them to grow brand awareness.
3. Create Shoppable Video Ads on Meta
Facebook and Instagram are the two popular platforms where most millennials and Gen Z look to buy clothes or fashion accessories. If you still don’t believe there is potential in Meta ads, then this statistic is going to blow your mind. According to Hootsuite research, in 2022, more than 63.5 million people purchased Facebook. You see, the number of people who go on Facebook or Instagram to buy products is only going to grow.
Well, you don’t have to go on researching about it to find out how crucial it is to create shoppable meta ads to sell your products. If you open Facebook or Instagram, your feed will be bombarded with these sponsored ads. This strategic advertising is now the new norm as even the big fashion brands are now getting into the game of Facebook ads to target their audience on the platforms where they spend most of their time.
The reason why these shoppable ads have high conversion rates is because the option to spontaneously purchase by just clicking on a button or a link seems exciting. Dynamic shoppable ads also improve the user experience while scrolling through the feeds, resulting in more conversions.
The ad has tagged the products in the post and clicking on it can directly take you to the website to buy it. This easier and faster purchase method ensures higher conversions.
Example: Sweaty Betty Increasing Sales Using Meta Video Ads
Talking about using Facebook ads to change the customer buying experience on social media, Sweaty Betty’s spectacular Facebook and Instagram video ad campaign is just the perfect example. Sweaty Betty is an international activewear brand catering to females. The brand wanted to increase its sales with Facebook or Instagram ads.
Seeing that their audience is active on these two social media platforms, the activewear brand Sweaty Betty started taking an interest in it.
The brand has created Facebook and Instagram Shops for their followers to directly shop for products from their social media pages. These Meta Shops act as storefronts where the customers can scroll through, and purchase their products on their mobile phones.
Sweaty Betty started creating reels but this time with a creative twist. They used different visual effects and added popular music to create entertaining short video ads. Sweaty Betty leveraged the Advantage+ placement for Meta to distribute the budget and put ads in places that are more likely to drive the best results.
The brand started running Facebook video ads plus reel ads on Instagram and saw a 90% increase in add-to-carts.
Their video ad campaign showed that running reel ads on Meta can engage with their customers and push them to make a purchase.
4. Leveraging Instagram Reels for Brand Awareness
If you are one of those doom scrollers you might have noticed that Instagram now prioritizes short videos with its Reels feature as the short 9 or 15-second videos seem to engage viewers. For your fashion business, this means creating engaging reels to reach more people since these short videos have a higher chance of going viral on the platform.
Instagram reels have the same format as TikTok reels so you can create a single video and use it for both platforms. While you are creating a video for your Instagram campaign, make sure your videos don’t have any watermarks. You can also remove these watermarks easily because Instagram might decrease the reach of videos that have watermarks or any other labels.
According to the research report published by Oberlo, in 2023 Instagram video ad revenue was calculated to reach $50.58 billion. But that’s just the tip of the iceberg, in 2024 these numbers are expected to reach $59.6 billion.
Another popular form of content that does well on the platform is stories. Instagram stories are one of the best ways to build a personal connection with your followers and if done well it can even drive sales for your fashion brand.
Example: DKNY State of Mind Campaign:
When it comes to winning the Instagram video marketing game, the DKNY State of Mind campaign is a good example to take as an inspiration. For their State of Mind campaign, the brand launched a line of limited edition hoodies.
They announced their winter fashion campaign with a teaser video on Instagram, letting their followers know about their new campaign and making the #DKNYSTATEOFMIND go viral.
They created a series of posts for Instagram that contained text in the form of an inspirational message over different photos and videos. The campaign was shot around various prime locations in London and New York such as the Brooklyn Bridge.
This sort of hinted to their audience about the upcoming style before going all in with actually launching the collection.
The fashion brand collaborated with creative and passionate influencers from different industries. These are the qualities that their new winter collection represents. DKNY started posting videos of influencers on their Instagram account wearing custom-designed hoodies. Each hoodie had a unique inspirational phrase of the artist printed on it.
Inspired by these posts, many of their customers started to get on this trend by posting videos of themselves wearing the hoodie on Instagram. Overall the campaign gained 100.7 Million impressions and was no doubt a massive hit.
5. TikTok for Trend-Driven UGC Campaigns
If your fashion brand markets to a younger audience, then TikTok is a great place to start promoting. With over 37.3 million Gen Z fashion lovers using the platform. What’s so great about TikTok is that you can start creating short-form video content especially reels to showcase your new clothing line or handbag collection.
Many fashion brands utilize TikTok video marketing as a part of their advertising strategy. The 15-second reel video format seems to work wonders for keeping the audience hooked on the platform. Plus you can also leverage the popular TikTok trends to attract and engage your followers.
TikTok is also a great platform where you can start promoting a User Generated Content (UGC) campaign. This way you can encourage your customers to post videos of themselves wearing your apparel and tagging your brand, this will help you promote your brand name and organically increase customer engagement.
The reason why user-generated content works is because it builds trust with the brand. According to one survey, 73% of customers say UGC increases their purchasing confidence and 61% of them admitted that UGC encourages them to engage with brands.
Example: Gucci’s Viral #Guccimodelchallenge:
Gucci’s Viral #Guccimodelchallenge is a good example of a brand leveraging organic UGC. Gucci started this challenge encouraging influencers and popular content creators on TikTok to create their version of the Gucci look.
This created a sense of FOMO around the challenge and thousands of creators started jumping on it. As a result, the #Guccimodelchallenge went viral giving Gucci a ton of organic customer-generated media to post on its TikTok account.
The #GucciModelChallenge hashtags accumulated 7.9 million views, as hundreds of thousands of people posted videos of dressing up like Gucci models but in their unique style.
The inspiration behind this challenge was to promote their upcoming fall campaign, that’s why all the creators were dressed up in layers. All the creators dressing up as Gucci models were asked to follow a specific guideline to create their Gucci-approved fit.
According to Gucci’s brand guidelines, to start dressing up like a Gucci model all the creators wore a colorful turtleneck and then dressed up the layers, and the fit was completed with the Gucci’s signature silky headscarf.
@janiceglimmer we love @gucci #gucci #guccimodelchallenge #tiktokfashionmonth #outfits #mystyle ♬ original sound – Gucci
@iblamepraise How did I do? #guccimodelchallenge #guccimodel #GoSkate #style #tiktokfashion c:@unofficiallachwatson ♬ original sound – not lachlan
Conclusion
There you have it, 5 video marketing campaign strategies you can use to advertise your fashion brand on social media. Fashion is one of those industries where people purchase your product based on how attractive it looks and you can make your fashion apparel or accessories look even more appealing through video marketing.
In this article, we have discussed how the big names in fashion have leveraged social media platforms to launch game-changing campaigns. Take these examples as an inspiration for your next successful fashion campaign.
And if you feel confident, hit that share button and launch your big campaign with a bang!
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