A Digital Makeover for the Modeling Business

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The way Caplan saw it, online exposure and a chance to build a bit of a fan base would be great for some of Ford's up-and-coming talent, in that it might lead to more work. And, of course, Ford would own the clips. But there was something else. "People look at what our models wear, what music they listen to, and want to follow," says Grossbach. "How many brands can act as influencers that way? Our business is built around some of the most attractive people on the planet. We're global authorities on fashion, trends, and style. That's a pretty interesting set of assets to work with, wouldn't you say?"

The first videos were shot in Ford's offices. But since early 2007, the agency has been using professional facilities, such as Neo Studios in New York's NoHo neighborhood. It's a modest space, the size of a large living room, stocked with backdrops and fashion props like dress racks and plenty of lights. Ford's videos aren't intended to blend in with the typical YouTube fare--which Caplan characterizes as "two guys driving a bike into a wall." They're well lighted, with crisp editing and often a slick soundtrack. Still, the overall feeling is friendly, informal. "It's just me, trying on a dress," says Alejandra Cata, a model who appears in several popular videos, some of which have been viewed upward of 600,000 times. "I didn't think it would get that kind of response," she says.

The models are attractive, of course, but it's not about ogling good-looking people. (Which isn't to say there isn't a certain amount of ogling going on, as is apparent from some of the comments on videos involving on-camera clothing changes or bikinis.) But any overlap with the Victoria's Secret and Sports Illustrated swimsuit issue crowd is unintentional. Why would Ford want to put out soft porn? It isn't selling lingerie or subscriptions.

What Ford is selling--via videos featuring models demonstrating the perfect hair curl or selecting the right top for black jeans or exfoliating lips--is expertise. People want to be more attractive and stylish, and though they can get tips from magazines and television shows, the Ford videos have a more candid, friends-sharing-secrets feel that, somewhat paradoxically, lends authority. "This is stuff our models know about," says Liz Edelstein, a video talent coordinator at the agency. "They can explain why one top works and another doesn't." What's more, the videos cost as little as $200 to produce, which means that Ford can churn out one or two a day. Viewers range from preteens to women in their 40s, thanks partly to partnerships with MySpace and iVillage, respectively.

Of course, creating popular videos is far from the hardest part of the equation. "The real challenge," says YouTube's Hoffner, "is how do you create a sustainable business around it?" Fortunately for Ford, the people who watch its videos also tend to spend like crazy on clothes and cosmetics. And a lot of that spending is moving online. Marketing consultancy Forrester Research (NASDAQ:FORR) calculates that beauty product sales on the Web jumped 22 percent in 2006 and expects them to post another 25 percent increase in 2007.

It's no secret that marketers lust after opportunities to integrate advertising with entertainment. But most content producers wisely fear viewer ire when it comes to adulterating their efforts with bought themes. It would be hard to take Dr. Phil seriously if he kept pushing Verizon phones on his hapless guests. But Ford is relatively free to peddle the themes of its videos to sponsors. Who's going to object? If you enjoy watching models, you're not going to mind if they fuss over Armani or Dior.

That line of thinking isn't lost on retailers like Express's Pamela Seidman. Her office is in the same building as Ford Models, and nearly every Thursday she ends up stuffed on the elevator with a crowd of young women going in and out of Ford's weekly open casting call. "I kept thinking that these women should be shopping at our store across the street," Seidman says. "And I knew the way to reach them was online." Last spring, she set up a meeting with Caplan and Grossbach to explore ways for Express to integrate a planned campaign for jeans with Ford videos. "People don't pay as much attention to a brand when it's the brand doing the talking," Seidman says. "What people listen to are neutral influencers, and models are perfect for that."

Ford agreed to make four videos about jeans; in one, two models happen to mention that they picked up their pants at Express. On some sites, viewers were offered the chance to win a gig as a stylist at a photo shoot--and a shopping excursion at Express. Also included: a $20 coupon that brought in $500,000 in register sales in one month, the bulk of the sum from people who had never before shopped at Express.

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