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Jeep's use of microsites and social media sparks heartfelt messaging

Mobile Marketer –  Jeep is creating a social media dialogue with fans through a microsite, user-generated content and a celebrity spokeswoman to celebrate its 75th anniversary and solidify a positive, uplifting image.

Using the hashtag #MyJeepStory, social media users are encouraged to share stories regarding the brand and how it made a difference in their lives, which Jeep will showcase alongside many of its marketing efforts. Jeep is using a mobile microsite to help weave together a larger story of the heart of the brand, as created by fans and motivated by new spokeswoman, musical artist Ciara.

“The My Jeep Story campaign is a fantastic vehicle to engage passionate Jeep owners to celebrate the 75-year anniversary of Jeep,” said David Naumann, director of marketing at Boston Retail Partners. “Over the years, Jeep has developed a cult like following of brand zealots that are proud to own a Jeep and, for many, it is a part of their personality.

“Avid Jeep fans will be excited to share their Jeep story so all their friends can live vicariously through them – and maybe envy their experience,” he said.

Read full article: Jeep’s use of microsites and social media sparks heartfelt messaging

Express drops clues for two-way conversation pitching new brand ambassador

Mobile Marketer – Express is drumming up excitement for its newest celebrity brand ambassador by dispersing clues, in the form of short clips and photos, on its Snapchat and Instagram accounts, inviting fans to guess the mystery man’s identity.

Express is once again leveraging its social media channels as a way of promoting two-way conversations with its customers. This time, the retailer is preparing to add another brand ambassador to its lineup and is foreshadowing the reveal by posting Q&A’s and blurred images of the newcomer on Instagram and Snapchat to boost anticipation.

“The use of popular social media platforms in non-traditional, imaginative ways continues to garner retailer interest based on its intrinsic affordability and high exposure,” said Laura Sossong, senior consultant at Boston Retail Partners. “As a low-risk proposition with significant upside and consumer appeal, Express is certainly tapped into the large potential offered by next-generation marketing.”

Read Full Article: Express drops clues for two-way conversation pitching new brand ambassador

Victoria’s Secret bedazzles Snapchat strategy with personalized panty kit giveaway

Mobile Marketer – Victoria’s Secret is enticing Valentine’s Day enthusiasts with a doodle contest for its Snapchat followers, offering a chance to win one of its personalized panty kits in time for the retail-oriented holiday.

The lingerie giant is ramping up fans’ excitement for Valentine’s Day later this month by featuring some of its popular panties – alongside the personalized panty kit – in the Snapchat-enabled giveaway. Victoria’s Secret is steadily building up a reputation of introducing themed contests for Snapchat followers, a strategy that other retailers may want to embrace for their own mobile marketing tactics.

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“As a retailer, engaging your target market in ongoing dialogue around products is a brilliant mechanism to further brand affinity,” said Laura Sossong, senior consultant at Boston Retail Partners. “Marketing campaigns are especially compelling when they precede an event that is largely relevant to your consumer base, like Valentine’s Day is to women who shop for Victoria’s Secret merchandise.”

Read full article: Victoria’s Secret bedazzles Snapchat strategy with personalized panty kit giveaway

Victoria’s Secret furthers organic storytelling mastery via Angel-endorsed Snapchat takeover

Mobile Marketer – Victoria’s Secret is continuing last year’s significant push for social media domination by perfecting the art of organic branded content on Snapchat – this time starring its Angel ambassadors to promote a limited-time sale.

Snapchat’s successful leap into advertising has deemed it a must-have platform for any top retailer, especially one marketing to younger consumers and millennials. The social network’s key demographic of 15 to 25-year-olds has transformed it into a vast opportunity to hit mobile marketing home runs with the help of real-time updates, brand influencers and limited-time content.

“In today’s marketplace, brands would be remiss to overlook social media opportunities in their outreach strategy,” said Laura Sossong, consultant at Boston Retail Partners. “The presence of spokesmodels at every consumer touchpoint is vital to maintain a strong, consistent brand image and extend consumer dialogue year-round in an alluring and enticing way.”

Read Full Article: Victoria’s Secret furthers organic storytelling mastery via Angel-endorsed Snapchat takeover

Victoria’s Secret, CVS tap social media for last-minute holiday sales

Mobile Commerce Daily – Retailers such as Victoria’s Secret, Etsy, CVS and Walgreens are taking to social media in an attempt to squeeze out the most profits from holidays with posts assisting users with last-minute gift ideas and driving traffic to their online stores.

Being as the Christmas shopping frenzy is the biggest commerce season of the year and is coming to a close, retailers are hoping to maximize last minute sales this week and leverage the pull of social media to do so. For instance, Walgreens shared an image of products fit for stocking stuffers with a link to purchase, while Etsy shared a link featuring local shops within the user’s area.

“During the final days of holiday shopping, retailers are trying everything to spur more sales and social media is a great way to multiply the exposure of offers to followers’ network of friends,” said David Naumann, director of marketing at Boston Retail Partners. “More and more shoppers are tapping social media for holiday gift ideas and retailers need a visible presence on the social media platforms where their customers are active.

“As some shoppers’ grapple with finding the perfect gift, suggestions on social media might provide the answer,” he said.

Read full article: Victoria’s Secret, CVS tap social media for last-minute holiday sales

Express unfurls mobile-optimized gift guides via stylish Instagram posts

Mobile Commerce Daily – Apparel retailer Express is relying on artfully curated Instagram posts to inspire last-minute holiday shoppers to click the link in its account bio and peruse mobile-optimized gift guides for men and women.

As crunch time for holiday shopping arrives in full force, consumers still in need of presents for loved ones are frequently browsing social media for seeds of gifting inspiration. Express is driving its Instagram followers to its mobile site by asking users to click the link in its bio and shop the curated top products featured in its holiday gift guides, suggesting that all major retailers should be engaging in the same tactic to bolster last-minute sales.

“Consumers appreciate gift suggestions during the holidays, especially if they are not aware of the hottest new products or designs,” said David Naumann, director of marketing at Boston Retail Partners. “Posting curated gift ideas on Instagram is great way to spark ideas and inspire immediate purchases on the Express mobile Web site and/or app.”

Read Full Article: Express unfurls mobile-optimized gift guides via stylish Instagram posts

Victoria’s Secret streamlines fashion show sales through shoppable Instagram feed

Mobile Commerce Daily – Victoria’s Secret did not let its large Instagram following go to waste during the airing of the brand’s popular fashion show on Tuesday night, with users able to shop the featured items in real time.

The lingerie manufacturer spiked sales during its broadcast of this year’s fashion show by sharing images of featured looks from the runway on its Instagram feed. Followers were able to click a link in its bio to continue on to purchase at a dedicated Web site.

“Beautiful photographs and video of supermodels wearing lingerie are key to selling Victoria’s Secret’s products and Instagram is one of the best platforms for visual promotions,” said Todd Werden, vice president at Boston Retail Partners. “Featuring images live from the fashion show captures customer engagement at the point-of-interest, which many inspire impulse purchases.

“It is a perfect marriage of entertainment and shopping.”

Read full article: Victoria’s Secret streamlines fashion show sales through shoppable Instagram feed

Victoria’s Secret revitalizes fashion show anticipation via Snapchat doodle contest

Mobile Marketer – Victoria’s Secret unclasped fans’ excitement for its upcoming annual fashion show by asking Snapchat followers to draw their own fantasy bra with the photo-sharing application’s doodle features.

The lingerie giant simultaneously promoted its Very Sexy Flirt bra collection by giving away a complimentary item to winners of the Snapchat challenge. As the retailer ramps up for the busy holiday shopping season, rolling out an interactive, social media-based contest is a smart move to engage with consumers and tease its mammoth fashion show event, taking place on December 8.

“Investing in this targeted Snapchat campaign will absolutely incite further frenzy for the already acclaimed Victoria’s Secret fashion show,” said Laura Sossong, consultant at Boston Retail Partners, Boston. “Users expect exclusive engagement with their favorite brands on Snapchat, providing retailers with prime opportunity to truly ingrain captive consumers in their culture and image.

“As was evidenced by its popularity during New York Fashion Week, expanding utilization of Snapchat is unequivocally a smart strategic move for brands. The demographic of Snapchat users is primarily women in the millennial and younger generations, which is an ideal medium for Victoria’s Secret to appeal to younger audiences.”

Read full article: Victoria’s Secret revitalizes fashion show anticipation via Snapchat doodle contest

Victoria’s Secret hosts Lingerie Red Carpet on Instagram during VMAs

Mobile Marketer – Victoria’s Secret unhooked a new strategy of marketing during live events with its own Lingerie Red Carpet on Instagram during MTV’s Video Music Awards broadcast, displaying pieces similar in style or color to celebrities’ arrival outfits in a bid to spark inspiration among consumers.

The retailer posted images of several celebrities’ arrival outfits, including that of its own Angel ambassador, Lily Aldridge, alongside bra-and-panties sets that matched with the dresses. Instagram users followed along via the #LingerieRedCarpet hashtag and posted excited comments on the outfit-and-lingerie combinations, suggesting that more major brands should use social media to market relevant products during live-event broadcasts.

“When celebrities attend Hollywood awards events like the 2015 MTV Video Music Awards, it creates prime marketing opportunities for companies with high fashion products,” said David Naumann, director of marketing at Boston Retail Partners, Boston. “Victoria’s Secret’s promotion of #LingerieRedCarpet on Instagram was a clever way to engage fans across the nation during the MTV VMA event and promote lingerie that was matched with celebrities’ outfits.

“Many fans watching #LingerieRedCarpet may be inspired to buy the Victoria’s Secret lingerie that is paired with the outfit of their favorite celebrity.”

Read full article: Victoria’s Secret hosts Lingerie Red Carpet on Instagram during VMAs

Victoria’s Secret unhooks new line with Angel-stamped Instagram, Snapchat takeovers

Mobile Marketer – Victoria’s Secret is celebrating the release of the new Body by Victoria bra and simultaneously promoting a new roster of Angel ambassadors by handing over the brand’s Instagram and Snapchat accounts to four models as they capture their globetrotting experiences.

The lingerie retailer has been pushing heavily into Instagram content, especially as it introduces fans to the ten newest models that have been given their wings for Angel status. Beginning next week, Instagram users can follow along as four of these spokeswomen take over the Victoria’s Secret Instagram and Snapchat accounts to showcase a day in the life of their promotional duties.

Read full article: Victoria’s Secret unhooks new line with Angel-stamped Instagram, Snapchat takeovers