Toronto’s Vaughan Mills shopping center is turning to branded entertainment to drive traffic to its stores.
The mall recently released the fourth installment of its web video series, Style Agents. The 10-part series, which runs through December, features Cityline Lifestyle expert Janette Ewen and LouLou and Canadian House & Home style reporter Afiya Francisco giving shopping advice.
The videos, which were created by VMG Cinematic, are hosted on Vaughan Mills micro site StyleAgents.ca and are being promoted by VMG on sites like YouTube, Twitter and Facebook.
In each episode Ewen and Francisco discuss a new topic or trend, such as maternity wear or summer wedding outfits, then head into the mall, where the hosts show viewers how to create looks using clothing and accessories from Vaughan Mills retailers.
By associating the Vaughan Mills brand with well known Toronto fashionistas and showcasing its retailers on film, the mall is attempting to shed its outlet mall image and brand itself as a premier shopping destination, said Evan Aagaard, a creative director at VMG.
“What we’re ultimately trying to do is get Bloor St. shoppers to consider Vaughan Mills,” said Aagaard, referring to the upmarket stretch of shopping in downtown Toronto.
According to Aagaard, both Ewen and Francisco are well known in Toronto’s fashion community, and each has her own fan following, which has increased the show’s viewership. VMG also had the hosts create Style Agent Twitter accounts, which they use to announce new videos, special mall events, new items and sales.
Aagaard said the style-conscious female shoppers Vaughan Mills wants to attract use the internet to stay up to date on fashion and shopping. He said 63% of Style Agent viewers have found the videos through Facebook, and placing ads on Facebook allowed Vaughan Mills to target females 18 to 40 who live near the mall.
“That’s the best thing about Facebook” Aagaard said, adding that 95% of Style Agent’s 65,000 views have come from Canadian ISP addresses.
When creating branded entertainment, said Aagaard, it’s important to integrate the marketing message into the entertainment without a hard sell.
“When [consumers] feel pandered to or patronized in any way it turns them off,” he said. “We wanted to create a reality series that is as entertaining as anything you’d see on TLC.”
The next installment of Style Agents will be released in late September.
