Silver Jeans Co. is going below the belt for its first online video series to reach young customers.
As part of a promotional push tied to Valentine’s Day, the Winnipeg, Canada-based company is launching a nine-part romantic comedy titled “Love Below the Waist,” on Friday and ending with a finale on Feb. 14. Available on the brand’s web site as well as its YouTube page, the tale unfolds with the first meeting of two pairs of jeans in a fitting room. Seen completely from a below-the-waist perspective, the story progresses from dates to drama to social mayhem.
“What we want to do is engage new interest in the brand,” said Michael Silver, chief executive of Silver Jeans, which is owned by Western Glove Works. Namely, he said, he wants to shift slightly the base of customers buying the jeans, which are priced from $69 to $118 at stores such as Dillard’s, Macy’s and The Buckle. While most of the brand’s customers are between the ages of 30 and 45, “we want to drop the demographic by five to eight years, to get more 22- to 25-year-olds,” he said.
To be sure, “Love Below the Waist” isn’t too edgy or crass. “I don’t think I’m going to alienate my more mature market by sending a message that is not a youth-oriented message but is fun and irreverent,” he said. “I need to find innovative and fun ways to send my specific message.”
Todd Grant and John Knecht from CHUM Seattle created the series in collaboration with Atelier Productions. Milana Vayntrub directed the episodes in between her acting job on ABC’s hit drama “This Is Us.”
The big task was to create digital media that would be different from what other companies are sending out of their marketing departments to an industry teeming with challenges. “Everyone is doing denim,” Silver said, noting that there is “competition at every price point, from the very cheapest to the most expensive.”
The company’s annual sales range between $150 million and $160 million, and it has benefited from what Silver described as “a nice little uptick” from renewed interest in denim within the past six months.
“There is a lot of caution in the marketplace,” he said, “Traffic [in stores] is everybody’s concern in the denim industry. We tend to take our strongest leads in online. I’m far more optimistic than I was in the past three years.”
The brand also recently opened an e-commerce site serving China, “a busy space there as well,” he said.
Although he didn’t divulge the budget for Silver Jeans’ premiere in this film genre, he said it cost more than he expected. “My theory is that I will reach more people at a reasonable cost,” he said. “Time will tell what effect it will have. We all look for the cash register to ring.”