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Hudson's Bay begins video campaign with Elle Canada

Department store chain Hudson's Bay has begun a branded content campaign with fashion magazine Elle Canada. The campaign makes use of online videos which consumers can click to purchase the products depicted within it. The initiative promotes various fall fashions available from the retailer. The five videos are running on the magazine's website at <http://www.ellecanada.com/shopyourmood>, as well as on its tablet edition. In addition, readers of the print magazine can scan a page with a mobile device to view the videos.

The campaign also includes print, mobile and online advertising, as well as social media activities. The initiative also includes a contest element, the winner of which will receive a $5,000 shopping spree at Hudson's Bay. On Sept. 6, the company will host an in-store event in Calgary with Elle Canada fashion and market editor Anthony Mitropoulos.

"Ensuring a positive shopping experience, whether it is in-store or online, is a top priority for Hudson's Bay," said Michael Crotty, chief marketing officer of the company. "Enhancing our customers' digital experience specifically demands constant evolution and innovation. These shoppable videos are just one example of how Hudson's Bay is engaging new media to deliver a positive, easy and dynamic online experience for our customers."

Elle Canada is published by TC Media.

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