By celebrating the heritage and innovation of the British fashion industry, the Fabric films show how Siemens Home Appliances shares the vision of an industry which works to be more sustainable and less invasive.
Timed to coincide with London Fashion Week September 2015, two original films formed the centrepiece of a 12 week campaign which highlighted the innovation and attention to detail in Siemens laundry care. Favourability towards Siemens Home Appliances saw an uplift of 175% compared with those who had not seen the campaign. 74% said they were likely to buy a Siemens home appliance in the future as a result.
Brief
Innovations in garment care mirror the ethics of the fashion world which is increasingly focused on collections which are produced with a more overt environmental conscience. The marriage of technology and fashion would allow global technology leader Siemens Home Appliances to communicate the clearly defined purpose at the core of its own business.
Strategy
For customers, how brands behave is increasingly important.
By celebrating the heritage and innovation of the British fashion industry, the Fabric campaign uses the stories of others to show how Siemens Home Appliances shares the vision of an industry which can be more sustainable and less invasive.
Execution
Timed to coincide with London Fashion Week September 2015, two short films formed the centrepiece of a 12 week online campaign which ran across YouTube, Facebook and Twitter.
Siemens Fabric Series – Artisans of Fabric: https://www.youtube.com/watch?v=Li3MYHZCmRY
Siemens Fabric Series – The Future of Fabric and Fashion: https://www.youtube.com/watch?v=a_9Z_r4qhJA
The Future of Fabric and Fashion features two designers and an expert commentator who discuss how fashion is evolving through the use of sustainable resources and smart technology to produce fabrics which embrace new technics and devices in increasingly less invasive ways.
The expert contributors are Carry Somers, founder of the global Fashion Revolution movement; the designer and activist Alex Noble; and Oliver Franklin, Assistant Editor of Wired.
The second film, Artisans of Fabric, is shot on location at Knockando, the historic woollen mill in Speyside, Scotland, and celebrates the attention to detail in making cloth and tweeds, still produced from yarn on Victorian machinery, and how these fabrics are successfully standing the test of time.
Both films highlight the innovation and attention to detail in Siemens laundry care, which provides the best garment care for all types of fabric.
Results
Independent audience research carried out by a different agency verified that:
85% of social video viewers rated the videos as good or very good. Both video appeal and the brand appeal ad diagnostics performed above UK benchmarks.
Favourability towards Siemens Home Appliances as a brand saw a significant uplift of 175% over those who had not seen the campaign (this is above the standard benchmark of 63% for UK campaigns).
There are uplifts in agreement with all the brand statements of 137% amongst viewers of the videos, compared with the unexposed control sample.
74% of those who saw the campaign said they are likely to buy a Siemens home appliance in the future as a result. This represents an uplift of 227% compared to the unexposed control sample.
44% of viewers were an exclusive audience ie they had never seen the campaign through a media channel before. No respondents in this group had purchased a Siemens home appliance in the past six months.
Further links:
Siemens Fabric Series: Artisans of Fabric https://www.youtube.com/watch?v=Li3MYHZCmRY
Siemens Fabric Series: The Future of Fabric and Fashion: https://www.youtube.com/watch?v=a_9Z_r4qhJA
http://www.mediabounty.com/