Mobile video viewership has jumped 400% in the past year, and now a quarter of online videos are now viewed on the go. This shift implies that brands must now design for mobile, where consumers’ attention spans are shorter than on desktop. Close to half of mobile videos viewed in the past year were six minutes or less. (Videos more than ten minutes long are mostly watched on big screens.)
In its new holiday campaign, Kate Spade master’s the art of videos fit for the big and small screen, with a series of two-minute shoppable shorts starring comedian Anna Kendrick. Anna is locked out of her doorstep and goes through her recently bought goods and ultimately finds a way to let herself in. Users can click on what she is wearing or pulling out of shopping bags to have it saved on a sidebar for later purchase without interrupting the video. Iris Apfel makes a cameo and subsequent videos feature one-on-one interviews with the actors.
Kate Spade’s “The Waiting Game” is featured as a Flash of Genius in L2’s upcoming 2014 Digital IQ Index: Fashion. The clip had more than 100,000 views in the first two weeks of its debut. Use of Anna Kendrick as an ambassador was particularly helpful to the brand’s reach, as the actress has 4x the Twitter followers of Kate Spade. The brand is savvy in visibility overall, and appears in the first page search results for 8% of non-branded handbag terms. For the Digital IQ ranking of Kate Spade and 90 global fashion brands, see our upcoming fashion report.