As a hip global retail brand, Kipling understands the power of video! Founded in Antwerp, Belgium in 1994, Kipling wanted to strengthen its online presence and attract a new generation. That's why the iconic backpack brand needed videos for its social media pages and website, that would appeal to their target group.
The result was a series of 90's vibe live videos, shot in the urban scenery of Valencia and Kipling's hometown, Antwerp. The videos highlighted the USPs of each different product and appealed to both adults and youngsters, turning the whole story into a great succes!
Kipling, A Belgian Brand
Kipling's story began in the spring of 1987, when three designers and friends from Antwerp came across a weaving machine that had nylon in it. And, voilá, the idea for Kipling was born. Ever since they founded the brand a few years later, they've been creating affordable, sporty and functional bags as well as other lifestyle necessities that are now the wardrobe favorites of women and men in 65 countries.
THEIR BRAND STORY
Kipling had several new bags to bring to life in their visually stunning campaigns this summer: The Art, BeSeen, and New Classics.
On the one hand, the campaigns needed to appeal to adults, and on the other hand, younger generations seeing the videos should also be excited to choose Kipling as their next backpack brand. The new Kipling campaigns also had to be completely social-proof!
Unique Videos to Feature Their New Bags
Highlighting the USPs of each
product in a different, unique video
By trying two different approaches, Kipling & StoryMe could create two entirely different vibes to highlight their products. The 90's vibe appealed to the adult target group, while the cool evening videos with luminous backpacks got their younger target group excited to choose Kipling!
Both target groups engaged a lot more with Kipling's video content & Kipling noticed a significant increase in sales!
on- & offline
“The creativity and expertise of the crew were overpromising. We worked together as one happy family resulting in qualitative and unique pieces of video art.” - Jurgen Derycke, Marketing Director EMEA
The Kipling Project Team
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