A video supposedly depicting couples’ first kisses has taken the Web by storm and it’s been a boon to a small clothing line.
In less than 10 days, the video has more than 64 million YouTube views.
The video is shot in black-and-white and features people purportedly meeting for the first time. They’re asked to kiss each other. The video was shot as a promotion for the launch of a fashion line called Wren, designed by Melissa Coker.
The video was shot for a promotion on Style.com. The promotion featured small-budget fashion lines who couldn’t afford to put on a runway show during New York’s Fashion Week. Coker’s company fit that bill so she decided to hire a director to shoot the video. After the director shared some links to the video, The New York Times reports, its popularity soon exploded.
Here’s the video, in case you somehow missed it:
The viral success of the video has stirred some controversy, according to a report from The Verge. Apparently the kissers featured in the video weren’t just random people off the street. Instead, they were a bunch of models, musicians and actors, all friends of Coker.
Controversial or not, the video has prompted a spike in sales for Wren clothing. Coker told The New York Times that since the video went viral, it has led to a “significant bump” in sales for her clothing line. The song featured in the video, by singer Soko, who was also featured in the video, has also experienced some short-term success. There were more than 10,000 sales of the song since the video was released.
The video didn’t break the bank for Coker, either. The New York Times reports that it cost just $1,300 to shoot and produce. The actors worked for free. Most of the budget was spent renting a studio space and paying for a video editor.
One fashion expert, André Leon Talley, artistic director at Zappos Couture, told The Times that this single video may have provided more exposure to a small company than any runway show during Fashion Week could have.
Aira Bongco
This is not really that new. Creativity is always rewarded. The idea has to be unique though. Since Coker is able to present a unique idea to promote his brand, then it is not as surprising that he is able to reap the benefits of his ideas.
As well as being unique (totally agree with you there), it has to be seen, no matter how unique it may be.
I resisted watching this video when it first came out. Eventually watched it a day or two ago. I like it. Found it to be an interesting concept.
What I don’t understand though is the link between the video and the product. There isn’t one that I can see. / Maybe there doesn’t have to be, I guess; the clothing line’s sales have gone up afterall. I just wondered, that’s all.
Ebele,
I think the ad serves as interest generator which will have the viewers wonder what the video is all aboutl; which brand it represents; who made it; etc.
Hi Ivan 🙂
*nods* Yes, you’re most likely right. The formula/approach obviously did the trick, so good for the clothing line.