HowTo.tv was tasked by fashion retailer Oli, owned by Otto UK Group, to produce a series of videos for oli.tv featuring three of their Fusion range designers, Jasper Garvida, winner of ITV's Project Catwalk, plus Jodie Kidd and PPQ.
Using our LinkTo™ technology, viewers are able to click on the featured clothes and accessories and add them straight to their Oli shopping bag. We then supported the launch with an online PR campaign that included a live and interactive webTV chat show with Jasper which was streamed across a number of target sites including The Sun Online, OK! and Tiscali, followed with one-to-one interviews with leading female lifestyle portals such as Vogue and Female First, as well as running competitions on a number of sites such as This Is London, Closer, Marie Claire, More, Get Lippy and InStyle.
In an interview with Retail Week, Neil Sansom, Otto UK's Business Development Director explained that the videos are different from the catwalk footage of individual products that already feature on the site. Sansom said: "The videos are much more inspirational, with the designers talking through how and why they designed their range, plus showing the products on models. It is much more like a TV show in content."
Engagement rates for the campaign averaged 8.4% which is a fantastic endorsement of how viewers wanted to interact with the videos.