JCPenney lingerie line with a goal to know more about Ambrielle customer and her fit concerns launched an exclusive strategy through online social mediums. It launched Ambrielle Team, a private online community dedicated to its lingerie line consumers, where the team became more aware of her fit and quality issues through a series of online discussions within the community. Participating members were invited to voice their opinions through discussion board, online activity and live online chats with the product team of JCPenney. The results have been very optimistic since the company has been able to foster extensively with their customers. Case study
Adidas launched a marketing campaign entitled “New School of Thought” that provided users access to free music from electro sensation Ultraviolet Sound and a 30% discount on Adidas Originals items. Based on its success the project was launched online where it asked for suggestions on how to move forward with the campaign. The campaign enabled the company to gather valuable ideas for campaign progression. This idea was extended further and a virtual “strike a pose” Facebook photo contest was launched. Case study
To connect with its female consumers and create brand awareness for its new denim fits, Gap, leading manufacturers of jeans came up with innovative advertising and marketing strategy. It chose 100 women throughout their top 10 markets and appointed them as brand ambassadors and was allocated various tools like a website, emails, evites, and invitations to host their own style party. These events were further marked by gifting guests their favorite pair of jeans, discount cards, a special 20% discount offer just for them, and a special gift bag. Nearly 4000 discount cards were circulated which witnessed a redemption rate of 97%. Case study
AGVA campaigned with Vocanic to develop brand’s awareness in the youth market about a range of lifestyle bags which offered customers to alter-flaps having different designs. Using Ripplevox, AGVA Style Council was created with 500 members and 300 sample bags for review. A competition was hosted for members to create their own designs where top 20 voted designs would be converted into removable flaps and go for production with a principal Asian retailer. Case study
Nike’s Retail Brand Marketing Division and Dick Sporting Goods started ‘Beware the Long Ball’ campaign to own Major League Baseball’s All Star Game in Pittsburgh. Radio commercial such as Federal Emergency Broacast Warnings, transit shelters, bus boards, newspaper ads, handouts, postings, street teams and raving lunatics were launched. This helped connected with the people and media at a low budget. Nike and Dicks special clotheslines were sold-out city wide. Case Study
Besides making it far too easy for me to watch my hard-earned paycheck disappear, the Patagonia Web site also contains a wide array of informative, enlightening, and engaging tidbits on environmentalism, conservationism, and, well, humanism. There are multiple subpages that offer some really interesting content, however, they’re not very social/interactive, which was a little disappointing. One of the more engaging parts of the site is The Footprint Chronicles – this is something I haven’t really seen before, but essentially it’s an interactive tool that guides you along the journey from raw material to final distribution by selecting a particular clothing item and traveling across a map from California to Turkey and back to L.A. This provides consumers with a unique perspective and insight into the full production process, leaving no secrets – I dig that.
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Tod Maffin, President of