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Elle Canada Partners With Hudson's Bay on E-commerce, Video Push

Readers can now shop via video through their mobile devices.

ELLE CANADA GETS TECH SAVVY: Elle Canada has jumped into two buzzy categories simultaneously: e-commerce and video.

Through a partnership with retailer Hudson’s Bay, readers of Elle Canada can now shop via video through their mobile devices.

“We are fully embracing this exciting evolution in shopping,” said Elle Canada editor in chief Noreen Flanagan. According to the TC Media-published Elle Canada, shoppers can access the videos, which are dubbed “#ShopYourMood,” on ellecanada.com, via the magazine’s iPad edition or through Elle Canada’s mobile app.

The five-part video series, which went live Tuesday, features model Pamela Bernier, and shows looks from Hudson’s Bay themed around moods that include “happy, romantic, powerful, relaxed and rebellious.” The partnership is part of an ongoing branded-content advertising and promotional campaign between Elle Canada and Hudson’s Bay.

Flanagan said it is the first time Elle Canada has been involved in such a co-branded fashion project, adding, “We provided the fashion storytelling and styling and they delivered with the e-commerce side of the equation. #ShopYourMood is really an example of the modern shopping guide — we’re just closing the loop between fantasy and shopping for our readers.”

Along with shoppable videos, Elle Canada also launched its first in-line, full-screen responsive ad units, which are the brainchild of director of mobile media Dan Seaman.

“Digital advertisers are increasingly focusing on engagement as a measure of ad effectiveness,” Seaman said. The new unit is non-interruptive and is called “InSight.” “By using HTML5, the InSight ad provides the ability to drive full engagement experiences within the ad unit itself, without requiring the user to expand or click through to another site,” said Seaman.

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