bite-sized social: successful social strategies for fashion retailers
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#BiteSizedSocial: Successful Social Strategies for Fashion Retailers
Nick CaughelLead StrategistAugust 28th, 2012
@offerpop #bitesizedsocial
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AGENDA
FEATURED COMPANIES
• RENT THE RUNWAY: ASPIRATIONAL CONTENT
• MODCLOTH: CROWD-SOURCED STYLING
• ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT
• DELIA*S: BEING RELATABLE
• BARNEYS: A FASHION LOVER’S BRAND
BEST PRACTICES FOR FASHION RETAILERS
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RENT THE RUNWAY: ASPIRATIONAL CONTENT
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Rent the Runway gives fashion fans access to high end designer clothes
Uses aspirational imagery that’s in line with audience and product line
Engages fans with insider access to the high fashion world
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RENT THE RUNWAY: ASPIRATIONAL CONTENT
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In this Referral campaign, Rent TheRunway gave away products from OSCAR DE LA RENTA,one of the world's leading fashion designers
10,000+ new fans acquired40,000+ unique visitors15,000+ emails acquired
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MODCLOTH: CROWD-SOURCED STYLING
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ModCloth lets fans be unique. They provide one-of-a-kind clothing.
Encourages fans to share their personal styles on their wall
Built a sub community of fans around products
Gives fans the opportunity to purchase other fans’ designs
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MODCLOTH: CROWD-SOURCED STYLING
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ModCloth selected 30 fan-generated sketches from a previous campaign.
Fans voted for their favorites
Garments will be produced and sold on ModCloth.com
30,000+ unique visitors10,000+ votes12,000+ fans acquired
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ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT
Ann Taylor uses Facebook as their fans’ resource for deciding what to wear
Uses wall posts to give styling tips to their fan base
Runs campaigns that feature fans who wear products the best
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ANN TAYLOR: BE YOUR FANS’ FASHION EXPERT
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Ann Taylor ran a sweepstakes where they gave away 10 party perfect cocktail dresses.
25,000+ unique visitors17,000+ emails acquired10,000+ new fans
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DELIA*S: BEING RELATABLE
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dELiA*s is a young women’s clothing line that taps into their fans’ interests
Engages their fans in their environment
Posts about tangentially related topics that resonate with fan base
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DELIA*S: BEING RELATABLE
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Rather than running a simple referral program, they tied it to a band they know their fans love – One Direction.
100,000+ fans acquired
140,000+ emails harvested
450,000+ unique visitors
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BARNEY’S: A FASHION LOVER’S BRAND
Barney’s efforts are product-focused because their audience is very passionate about fashion.
Asks their fans what products they love and why
Runs campaigns that resonate well with a fashion-forward base
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BARNEY’S: A FASHION LOVER’S BRAND
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Fans entered for the chance to win a $1,000 Barney’s New York gift card.
68% Conversion Rate4000 Sign ups
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OVERALL BEST PRACTICES FOR FASHION RETAIL
No matter your strategy, these best practices apply:
Know your audience• Make sure you’re in line with your fans
Have solid, emotion-invoking content• You want to get a response
Run product-centric campaigns• Include deep links to your website
Provide a means for sharing and encourage it• People define themselves by what they share Have two campaigns running at a time• Stay top of mind
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