Free people is a clothing brand owned by Urban Outfitters. Its most recent campaign incorporated using its customers Instagram photos on its product pages. This is relevant to the customer, because they can see how the clothes look and what to wear with them. This is interesting, because most companies don't do this. The customers can see the clothing on many different body shapes, and see how different people style certain items. Its unique for the reasons I just mentioned. It's rarely done, and lets the customers be involved. This campaign is useful to the customers, because they can see the clothing on an actual person. When you shop online, it's hard to tell what the clothing will actually look like on a real person (not a model). This new campaign allows you to do so.
Thursday, February 7, 2013
Content
In class this week we talked about content. There are four things that are needed to make content "spreadable". These four components include the campaign being relevant, interesting, unique, and useful. If a campaign has all four of these things, then it's a solid campaign. The GYT campaign that MTV did, met all four of those criteria. It was relevant, because teens need to get tested. It was interesting and unique, because they didn't tell anyone what GYT meant. They used celebrities in the campaign, and they tried to guess what GYT meant. It ended up being useful, because numbers showed that more teens were getting tested after this campaign came out.
Subscribe to:
Post Comments (Atom)
The MTV campaign was very effective with the use of celebrities to spread the importance of getting tested. I’ve never heard of this advertisement even though I’m very current with social media. It made it very significant with the GYT at the acronym for Get Yourself Tested. I believe the true boost of curiosity was the WTF in front which we discussed in class. A similar campaign that reminds me of this same tactic was the ad that MTV that showed people that were in relationships. It was called the PSA: MTV HIV ad that covered all the areas of LOCI. They had subtitles that appealed to all audiences and they were attracting younger audiences. They also used current use of slang to appeal to their target audiences. I watched the commercial almost every day while it aired on MTV.
ReplyDelete