A lot of resources are used when creating and marketing a brand, such as blogs, social media posts, graphics, campaigns…etc. A good product, industry experts, and targeted audiences are the foundations of creating a good brand. To take it to the next level, marketers must encourage their loyal consumers to be a part of their story.
Here are four brand stories to remember and how social media contributed to their success.
Birchbox – A Story in a Box
Using subscriptions is a key marketing plan for many companies today. Not only can it create steady revenue by focusing on existing customers, but also eliminates trying to flag down new ones.
Birchbox does e-commerece subscriptions successfully and is growing rapidly. From 2013 to today, it doubled its subscriber based to 400,000 and reached $80 to $100 million in revenue. For those of you who are unfamiliar, Birchbox gives 4-5 personal grooming and lifestyle products to a subscriber for just $10 a month. These items are targeted to both male and female and give the illusion they are receiving what they want. Or in many cases, didn’t know what they want until placing it at their doorstep.
Better yet, many consumers get excited to receive something via mail these days, and often will post their likes on social media. This in turn benefits the company and creates a well-told story, delivered in a box.
If Birchbox wasn’t already successful, they found the benefits of investing in unique, premium packaging. Through research, they found that for younger audiences, (ages 18-25) that 74% of them are more likely to share a photo via social media if it came in appealing packaging.
Charity By Design – Sustainable & Made in America
All companies have a story as to how they were created. Often times the single selling point, “Made in America” and “Ecofriendly” is lost in a sea of text and other bullet points. Today, so many consumers are being product-conscious and would prefer to spend money on ecofriendly, American products.
Charity By Design knows how to promote these two bullet points through hashtag #CharmedArms on social media. Each charm tells its own story and meaning to the person wearing it, whether it’s to support cancer or simply to support a favorite sports team.
This marketing strategy tugs on the emotional heartstrings of their consumers and encourages them to post their personal stories via social media.
Nordstrom – Personal Stylist
Although you may think that paper catalogs are falling to the waist side with online marketing, top retailers (Pottery Bar, IKEA, Kohls…etc) have not abandoned the old school route. These retailers know that 22% of smartphone users said that print had a higher influential rate when making online purchases.
Nordstrom has combined what consumer’s love about print catalogs and applied this to their online shopping cart. Customers can go online and select “Outfits” or “Complete Looks” to get full wardrobe ideas. They then can quickly and easily buy everything that is seen on the model with a click of a mouse.
These full dressed pictures have short, quick captions, “Get the complete look at Nordstroms” that translates well on social media. This is an example of a quality post that goes a long way when targeting a specific demographic.
The LEGO Movie – Product First, Movie Second
Children are influenced by cartoon movies and every parent knows the impact that it has on ones pocket book. If a child likes the movie Frozen, it is likely that they are going to want the bedding, T-shirts, and toys to show loyalty to the movie or a character. Typically, the request to have the movie comes first and the endless wishes for products follow.
LEGO flipped this concept by building a massive marketing campaign around the products first. As we all know, Legos are already a product and by creating a movie focused on that product, increased that products awareness. Even better yet, has created a spark and desire in young builders.
Although not every company has a budget to create a movie centered around its product, but with the help of YouTube and Vine, you can create videos that are easy to share across all media platforms. Geek Squad – helpful videos to solve tech problems – is the perfect example of this.
Social media can take you so far to build your brand. But, if you get creative and know your audience, it can take your branding to the next level. So the only question we have for you is, what’s your brand’s story? We would love to hear and help market your brand, contact the Stellar Blue team.