Alba Moda, an Otto Group company, commissioned dot-gruppe for a comprehensive campaign that includes the creation of creative concept, production of several viral videos, and subsequent video seeding. The video seeding is done through the broad network of dot-gruppe, with the viral ranges reaching from 2 million views in 3-6 months.
The five spots, presenting summer, swimwear, party, autumn, and winter collections position Alba Moda as a premium brand in a challenging environment. The unique look was achieved by a combination of a noble, white catwalk with theme specific movies, tailored to the respective collection. The creative direction of the production was done by Stephanie Leukart and Bernhard Longin.
Alba Moda uses this viral video for targeted online and viral marketing, because the importance of the online range has grown increasingly for the mail in comparison to traditional catalog sales. The viral videos show enhanced growth and measurable success in this area.
Client: Alba Moda / Otto Group
Campaign: YouTube launch and positioning, viral video production, viral marketing campaign video seeding
Services: strategy, creative concept, viral video production, video seeding
Reach: 250,000 users within 3 months