BY JAMILEH NADELMANN
Gone are the days of eight overworked campaign images to last a season, now the demand is for content at more consistent pace. So how does a marketer deal with asset fatigue?
Firstly – recycling content. Breaking up information into several ‘tasters’ for the audience makes it more attractive and keeps customers on the edge of their seats.
Trey Laird, CEO and Chief Creative Officer of Laird+Parners, points out that
to me, what it is about, is to put out a brand’s message in different ways that builds and connects to a larger story. That’s a way to keep something from feeling stale. It’s really about pacing how you have your story unfold but then having each piece connect to a larger brand message.
For instance, certain paragraphs from a previously published article can be repurposed into shorter blogs that shine a new light on the subject. Also, did you know that many social media platforms such as Facebook only let 10% of your audience see your post unless you pay them to increase that number? It is therefore in your best interest to repost and put fresh paint on your old content. It is not cheating. A piece of content might have more relevance to current events than it had at the time of creation, or it might be more relevant to some of your customer’s specific life situations now than it was at the time.
Secondly – calling to action. Encouraging users to vouch for their brand loyalty by sharing brand content on social media is a great way to stand out.
According to Trey Laird,
if you’re not engaging, you’re not succeeding. It is about putting out things that are interesting, that are action-oriented and participatory when ever possible. Involving your customers in a dialogue and letting them be a part of the brand, connect with your message and with your story is the goal of every brand I think.
Thus, luxury has increasingly incorporated media giants such as Snapchat and Instagram into their marketing efforts. The world-renowned luxury jeweler Tiffany & Co. for instance is currently at the forefront of using social media to attract customers and at the same time giving them a tool to contribute their own content. Using a virtual Snapchat mirror, consumers can try on jewelry at Tiffany stores without having to ask for the luxuries to be taken out of the glass cabinet. The virtual Snapchat lens went live for 24 hours on July 28.The hashtag #LoveNotLike is part of an ongoing social campaign that encourages younger customers to vouch for love as an attitude – both in their lifestyles and towards the brand.
Young celebrity models such as Pyper America Smith, Imaan Hammam, and Fernanda Ly front the whole campaign. The images appear around the world across Tiffany’s social channels and prominently feature the Tiffany blue banner along with the logo. An interactive lens even responds to user’s pupils, making hearts appear. The approach of calling to action involving social media will resonate especially well with the company’s millennial and Generation Y customer base.
Similarly, U.S. fashion label Michael Kors recently called its consumers to try on its circular-shaped Kendall II sunglasses using a Snapchat filter. This allowed customers to experiment with the three colors girly pink, cool blue and silver to determine which matched personality and style the best. The colors had different catchy effects in Snapchat’s virtual lense such as creating reflections in the sunglasses, as well as camera or seagull noises. The filter was one-day-only, which added to the product’s aura of exclusivity. Asking customers to post these images online coincided with National Sunglasses Day on June 27th.
CEO Trey Laird points out
that’s the thing with Snapchat – it’s gone in 24 hours anyways. If it doesn’t work, you can try something different tomorrow. It can foster and inspire a certain level of creativity and experimentation in some ways. I think of this immediacy as a chance to try different things. And of course you have to be true to your brand, what you stand for and what you believe in.
Comparable to Tiffany’s campaign, the Michael Kors logo appeared prominently in the corner of each image. There wasn’t any direct ecommerce connection to this fun action, however the company ran a 25% promotion on the Kendall II style on that day. By raising attention to the brand’s latest sunglass addition, this also functioned as a huge sales driver. Seeing an evolving trend among other social media users can have a stronger impact than actual advertisement, especially among a younger customer group. Also, being able to try on a product before buying it online, functions as a virtual changing room and builds customer trust towards the brand.
In an era of instant gratification and 24/7 access to information, keeping customers satisfied can be a challenging task. However, the solutions to coping with constant content creation are easier than expected.
we are living in a time that is all about immediacy. There’s a constant need for new content. (…) You can either be daunted by this age of constant demand or you can look at it as inspiring. We have been given this opportunity to connect to customers in new ways, so how can we harness that and make the most of it? As long as it’s true to your brand and what you believe in then it’s good to be bold and take risks. Stand out, disrupt and try different things.
Simply recycling some of the best material can save hours. Or even better, encouraging customers to create it for you. Working smartly is key here, and the rest will fall into place.