Brief

Due to the continued Covid restrictions within the UK and the uncertainty clouding the planning of a live event, Boden looked to Marble again to find a solution to their traditional bi-annual Press Day (given they had already had to cancel their AW20 press day scheduled in April 2020). Whatever we came up with, the solution needed to be on brand, informative but beautiful and stylish, and above all: engaging.

The decision was made to take the Press Day virtual for the first time ever, and Boden looked to Marble to produce the event format and delivery. We were tasked with designing a set based on a stylish florist’s studio, where we could showcase womenswear and a welcome given by Boden’s founder, Johnnie, plus a section for sustainability. We also needed to create a set for children’s wear, based around Gerald Durrel and the mutual love he shares with Boden for animals.

As part of the process, we were to source and provide models, hair and makeup for the shoot days. We were required to write and edit the script content for the Boden team hosting the preview, as well as handling full editing of the master preview cut alongside 3 shorter videos used by their marketing team. Plus, we were of course tasked with hosting the content virtually, providing a Boden worthy aesthetic and engaging platform for the invite-only journalists to appreciate the pure magnificence of the new SS21 collection.

Result

We created a 30 minute preview of Boden’s SS21 collection, filmed in their offices over 2 days with a full set build, and streamed on our bespoke, user friendly virtual events platform.

In order to remain efficient with the budget, we decided to make use of Boden’s available office space and film the press day in one of its meeting rooms. Not only did this save a huge amount of money, it also provided the client with flexibility and ease in terms of the products they could use. We transformed the small office space into a believable setting that celebrated comfort as well as the craftsmanship and sustainability championed by Boden in this season’s collection.

Our supremely talented videographer and team then edited this content down into a digestible 30-minute cut, broken down into a welcome given by Johnnie, and five womenswear sections (hosted by Boden’s Design Director and in-house stylist). Our platform took viewers through the five key Boden ranges for this season. Also included was a segment dedicated to sustainability and the work and progress Boden has done in this sphere, a section covering Boden’s childrenswear, finishing with a sign off from Sprout – Johnnie’s dog.

This was all presented on our beautiful, bespoke built virtual events platform, accessible via QR code or link, that enabled the client to capture a number of key ROI metrics, including visitor data and time spent per video. These analytics were invaluable and a major asset to the virtual counterpart of this typically physical event, helping to measure the success of the event, the engagement rate and reach.

Boden SS21 highlights

  • 5 womenswear categories
  • 1 childrenswear category
  • 168 press and media contacts tuned in, from The Times, Grazia, Marie Claire, Telegraph, John Lewis, VOGUE Germany, Forbes Magazine and many more
  • 4,321 minutes spent watching Boden content
  • 491 unique page views
  • 72,800 social media views