For a iconic brand that’s almost 100 years old, Italian company Salvatore Ferragamo is using a hip, social media campaign debuting a bunch of “it” women to act as “Girls About Town” to launch new fragrance Signorina, according to an article in Lucky Magazine.
The five fabulous women include legendary rock guitarist Keith Richards’ two daughters, Theodora and Alexandra, D.J. Rachel Chandler Guinness, Columbia grad and Vensette CEO Lauren Remington Platt and Italian model Bianca Balti. These lovely looking ladies will share personal information like style inspirations, fave vacation spots and iPod playlists on Salvatore Ferragamo’s new Tumblr website. The social media site is a perfect venue to pair the company’s clothes and leather goods once favored by Marilyn Monroe with the current looks of these youthful trendsetters.
The Daily Show with Jon Stewart correspondent Jason Jones will give out microgrants as an “edge fund manager” as part of a clever new Twitter campaign for Edge Shave Gel. Jones will choose men who are not as “well-endowed” as him and give the lucky, yet less endowed, cash rewards. All one has to do is follow @EdgeShaveZone on Twitter and use the hashtag #WellEndowed to tweet what you are getting ready for.
In addition to cash being meted out on social media, men are invited to enter the Edge Men sweepstakes by visiting http://www.edgeshave.com and sending a picture along with a caption explaining how the endowment can help them gain their edge. The grand prize winner will receive $10,000. The 150 first prize winners will receive $1000 each and another 150 runnerups will get $50 each.
The campaign is clever in our opinion and already seems to be working. Going on Twitter today, we’ve already seen people telling @EdgeShaveZone what they’d use the money for if granted the endowment. Besides some rather risque and hilarious tweets regarding the “well-endowed” aspect of the campaign, some tweeters want to use the money to take yoga classes at a studio rather than at a generic gym while others have requested the money for their kids’ college fund.
An Israeli advertising agency has created a creative social media campaign for feminine hygiene company Kotex through the use of Pinterest, according to mediabistro.com. Smoyz targeted 50 “influential Pinterest users” and put together customized gift boxes filled with presents and new Kotex designs that related to their (p)interests, and delivered them straight to the womens’ homes. Smoyz described the campaign as a tremendous success on a video as the women shared details of their gifts to their Pinterest followers, resulting in almost 700,000 total impressions.
“We had a ripple effect and women who were not involved in the campaign posted statuses like ‘What is this deal with all the Kotex gifts, can I have one too?!’”, said Yael Linen-Zuchman, CEO of Smoyz. “The main purpose was to have woman talk about the brand and the experience and it worked.”
Tell us your thoughts about the campaign by checking out the Kotex video below.
Looking for a “foothold in a rapidly expanding luxury market,” the Neiman Marcus Group will invest $28 million into Hong Kong-based Glamour Sales Holding with plans of starting an e-commerce website in China by the end of 2012, according to the Vancouver Sun.
Glamour Sales Holding was created three years ago and operates flash sales sites in China and Japan. The NMG/GSH site will feature “an expertly curated mix of full-price, current-season offerings to reflect the discerning taste of the Chinese luxury customer,” according to the luxury company. Editorial content, fashion expertise and behind-the-scenes videos will all be featured on the site “to make it a reliable and indispensable source of valuable insights about featured luxury brands.”
This foray into the Chinese luxury market is the newest venture of Neiman Marcus Group CEO Karen Katz. Katz became CEO 18 months ago and has opened more stores-including discount outlets-and increased social media outreach to recover losses sustained after the recession.
As an alternative to going to the local Applebee’s to relax with a brew and some loaded potato skins to watch NCAA March Madness, the national restaurant chain invites its millions of Facebook fans to nevertheless form an online community of college basketball sports enthusiasts with their Fan Fanatics contest. This social media contest rewards biggest fans with chances to win thousands in gift cards to the restaurant.
Fan fanatics collect points by either going onto the main Applebee’s Facebook page or one of the 1,500 local Applebee’s FB pages. If you “shout out” and send a post, you get one point. Photo uploads garner 10 points and Twitter users get one point when they tweet about their favorite team. Applebee’s will reward top winners after each elimination with $20 gift cards in early rounds and $50, $100 or $250 in subsequent rounds. The winner of the entire contest will receive a $500 Applebee’s gift card following the April 2 championship game.
The chain also makes physically connecting with chums easy by providing a customized invite on its Facebook fan page. Fanatics can send a personalized “Fans Watch Here” invite with the time, date and specific Applebee’s location to make getting together and rooting your fave team a snap.
If you prefer to kick it old school, you can simply show up to your local Applebee’s to watch all the madness as the 1,900 local restaurants around the U.S. will show the tournament live.
There is an interesting article in Mashable about Chipotle’s effective use of social media rather than traditional marketing techniques. This “grass-roots” approach is obviously working as the fast food chain with 1,200 stores and 1.7 million social media fans is considered one of the most successful in America with an 11 percent jump in same-store sales in 2011.
Chipotle has a dedicated team of three specialists staffing its various social media platforms. Each team member signs their Facebook and Twitter entries allowing customers to know the company in a more personal way. Chipotle responds to 83 percent of all Facebook posts-more than any other “quick-service” restaurant in the country.
No wonder the company is muy popular!
French car maker Peugeot has unveiled an innovative marketing campaign by using the latest of all social media crazes, Pinterest. According to an article in yesterday’s PSFK, Peugeot Panama has created a series of boards that appears like an ad to spotlight three new car models. Some of the boards have missing pieces and once the five pictures are found, pinned and assembled, they reveal a specific Peugeot model like the the Boxer, the 107, and the 3008.
You can access the puzzle by going onto Peugeot Panama’s website or Facebook page. Prizes will be given to the first five contestants to complete the puzzle and show it to Peugeot.
A Christian country singing duo’s musical endorsement of Republican presidential hopeful Rick Santorum has spread like wildfire on YouTube and has had one million views on YouTube as of last Sunday, according to an article in The Digital Journal.
The First Love Band’s folksy musical style is vaguely reminiscent of the Indigo Girls, although there is a major divergence in both politics and talent level. Camille and Haley Harris of Tulsa were inspired to write their song and video after meeting Santorum at a campaign stop just before Super Tuesday. Santorum’s campaign uploaded the little ditty to their Facebook page where it generated 1,400 “likes” and 400 “shares” right after the girls posted the video on YouTube. Santorum’s campaign in turn tweeted a thank you message to the Harris family and a #GameOn hashtag to its 170,000 followers.
So, does this video make you believe “Santorum is your man?”