Choose Your Favorite Adventure

OBJECTIVE: Highlight how cotton items make people feel with that little extra breathability, easy wear and easy care, while driving Millennial women down the purchase funnel.

 

STRATEGY: Created an interactive video to engage users as they chose the storyline with links to shop at FabricOfOurLives.com. Users created their own fashion journey as they selected cotton-rich outfits for a heroine as she dressed for a typical day. There were 18 different scenarios—morning, night, working out, walking the dog, dressing for the office and others.

 

RESULTS:

Engaged the elusive millennial audience through video they could watch across screens.

Provided Cotton with proprietary data on what resonated most with users (ex: types of styles, silhouettes, looks, colors and prints millennial women like the most), helping to guide content strategy.

• Video Views: 1M in the first week

• Video Engagement Rate: 67% (Benchmark: 45%)

• Average Video Watch: 3 times

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PRESS: "Cotton Incorporated, which has been a consistent mainstream advertiser since the 1970s, has a new online video that is pretty darned 21st century. Orchestrated in conjunction with Mode Media's branded content team and Mindshare, Cotton Inc.'s digital spot lasts a little more than one and a half minutes and targets young women." – Adweek.com, August 5, 2016