"This is a great tool to show viewers how to incorporate these styles into their wardrobes," said Mille Monferin, 7 For All Mankind's denim design director. "A flat image doesn't always showcase the details and subtleties of a garment the way that a video does."
In conjunction with the video's launch, the brand is holding a trivia contest on its Facebook and Twitter pages. It then posts questions about the video -- such as: What is the name of the go-to short in our hot weather must-have video? -- and the first user to answer the question correctly wins one of the seven featured must-have items.
Launching the video exclusively to the brand's almost 60,000 fans on the medium was a big part of the initiative. "We are looking at fully integrated platforms for our marketing promotions that engage our customers both in our retail stores and online. By making the video first available exclusively to our Facebook fans, we give our fans VIP access to the brand," Augustine told WWD. "This creates a new level of interaction, familiarity, and attachment to 7 For All Mankind. We are excited to be able to provide fan-only content to our loyal Facebook users."
On Wednesday the brand takes the contest to a wider audience, posting the video on 7ForAllMankind.com and its YouTube channel. The trivia contest continues on these platforms and users can enter to win smaller items, including summer nail polishes and 7 For All Mankind discount cards.
To view "Hot Weather Must Haves," visit facebook.com/7ForAllMankind.