Selling fashion to women can be about painting a picture of an aspirational figure to look up to, such as the approach of “This is what the stars are wearing…” And, with the help of Jennifer Hawkins that’s exactly the approach Myer is taking with their latest campaign, Make a Statement.

While this is probably successful in its own right it seems to me what is more refreshing is the approach Westfield are taking with their What’s What campaign. Launched towards the end of 2006, What’s What started off as a TVC but has developed into a deeply integrated approach including a website full of information. The approach is different. Rather than telling women what to wear, providing a must use formula for females, Westfield tap into what women love; advice, information and acknowledgement she can make up her own mind.Initially the TVC introduced credible stylist, Fifi and gave ideas and inspiration, not just aspiration. The website expands to an encyclopaedia of information where females can access constantly updated news, trends, styling tips, and e-newsletters. The fact that all of this comes courtesy of Westfield fades into the subconscious. Someone smart in the Westfield marketing department said, “Let’s give women what they want – a bunch of ideas/advice, then let them make up their own minds and form their own look”.

What’s What focuses on the shopper and giving her what she wants.

Contribution from: Linda McGregor, All About Eve

Thanks to: Myer, Westfield

It’s here. Sony’s new ad. Yet to make it to the big screen (TV that is) it already has 100,000 views on You Tube - it was only released six days ago. The tease began months ago when Sony sent exclusive invitations to media to attend filming days and leaked photos onto Flickr, trend blogs and Facebook. You can do this when your advertising becomes famous. And now the TVC has found its way to You Tube long before it will air to the masses.So, spread the news. One could argue it resembles the set of Ghostbusters more than an ad for a consumer electronics company but apparently the idea is that bubbles are beautiful and it’s up to Sony to capture these images - like no other can.

Thanks to: Joshspear.com

It can be contested that niche brands such as Vision Street Wear have it easy when speaking with their audience because the segment is narrow and well defined, but much can still be taken from how they interact with their consumer.

A big challenge with brands online is integrating product information with the themes they have created in order to engage their audience. Here Vision have done a masterful job of treating the product in the same entertaining and commonly consumed format that skaters are used to as with the rest of the site. Instead of product shots each of the shoe models are displayed in looping video pieces in which the shoes are being worn by a skater actually skating! Seems intuitive really but actually putting the product in a situation that it would be used in is very effective and rarely done online.

The use of video as the background of the page is also brilliant as this is the most common content consumed by skaters online so by creating the site around this they have immediately engaged with their audience.

Thanks to: visionstreetwear.com

Mark Malkoff is a comedian, filmmaker and writer from New York. He works at Comedy Central on The Colbert Report. On the side he produces short films.In the last year he has started producing films where brands play a central role. It started with the Starbucks challenge 171starbucks.com and now he has progressed to living in Ikea for a week while his apartment is fumigated. marklivesinikea.com. What’s not clear is who’s driving this sudden interest in brands being such a core part of his content? I’m endeavouring to find out - stay tuned.Regardless of who is behind this the films feature on You Tube along with a tonne of unsolicited comments from people from all around the globe.

Thanks to: Gimundo.com