OFF THE SHELF

DESCRIPTION
As part of its content and inbound marketing efforts to rank higher with respect to keywords like “visual merchandising”, “space planning” and the like, One Door launched a short season of its own original web series entitled “Off The Shelf”. OTS showcased retailers disrupting the industry through their use of innovative and immersive customer experiences, leveraging the unique opportunities presented by in-person shopping and the physical spaces in which they occur. Taking place at SHOWFIELDS (“the most interesting store in the world”) and hosted by industry veteran Andrew Smith, the video series featured tours of engaging branded spaces as well as interviews with industry iconoclasts looking to challenge and otherwise reimagine the traditional in-person retail experience in direct response to the threat that e-commerce and online shopping poses.

In support of this ambitious (and uncharacteristic for One Door) content creation effort, Off The Shelf was given its own brand identity, wholly distinct from its parent. That established, efforts were then made to develop OTS’s very own responsive microsite to give its video content a home on the internet. This then led to the development of its own supporting digital marketing push, its own ad units, :15 and :30 spots and associated social media and blog posts on One Door’s various channels. Working in concert with a contracting WordPress developer, detailed documentation was made after the branding, art direction and designs were established.