To launch their debut swim collection with Malia Mills, kate spade new york created “Swan Dive or Cannonball,” a chic, colorful video piece starring girl-about-town Hailey Gates. Brad Goreski, the label’s Exclusive Brand Stylist, styled the video, in which Gates lounges by a pool sporting the Cockatoo Calendar Girl Bikini. She later looks sassy yet elegant as she dances around the water’s edge to change a record on a vintage player, wearing another version of the bikini.
The kate spade new york creative team has taken the fun, lovely content a step further by adding an interactive component — viewers have a choice of two musical options to hear when the video begins, then again when Gates selects a new record halfway through. For the video’s finale, the audience can select which kind of jump she takes — a swan dive or a cannonball — from the pristine turquoise pool’s diving board.
Adding a participatory aspect dovetails perfectly with the brand’s social media strategy — when we interviewed Senior Vice President of Global Brand Marketing Kyle Andrew on the brand’s overall social media blueprint, particularly in terms of the kate spade new york video content, Andrew noted that “When it comes to viewership, we definitely challenge ourselves, because we have such great content.”
Disclosure: kate spade new york is owned by Fifth & Pacific Companies, Inc., the sponsor of this site.