Editorial Festive Campaigns

This festive season has seen a rise of editorial ecommerce, brands have sought to stand out from the crowd and make something their consumers will not only talk about, and share on Instagram, but be encouraged to shop as well. From fast-fashion to the luxury market, below explores the brands working harder to create engaging, viral campaigns. Traditionally these Christmas campaigns have looked at the gamification of ecommerce by incorporating an app or search element, this season brands are employing shoppable video and scrapbook styled webpage layouts instead.

Topshop created a cross-platform campaign which incorporated stills, video and gifs into a bespoke, on-site page. Keeping the consumer on the website instead of having them navigating over to various social media platforms, this has meant they have had to come up with more engaging content. Ecommerce now has to personalise a shopping experience to engage a consumer, Topshop has achieved this by speaking to their core customers through 'clusters' ie the indie girl, the girl who likes fashion, the girl shopping for a dress under £35.  

Topshop’s creative director Kate Phelan said: “This season is about the individual spirit of a woman – she no longer wants to be part of a tribe, she has her own style.”

Unlike Topshop’s campaign which focuses on clusters of its core demographics, Farfetch’s shoppable film talks to a more general audience, probably because of its vast amount of boutiques. The film shows off the the best of the luxury platform’s partywear, which can be shopped directly from the video. Each time a customer adds an item to their edit a number will appear and the pieces will be ready to shop at the end the film.