brand partners

You May Not Have Heard of Target's Latest Design Partners, but They're Big Stars on Pinterest

Posted by Sheila Shayon on February 11, 2014 04:56 PM

In its pursuit of greater relevance and profitability, Pinterest is now partnering with Target on exclusive party-planning collections designed by three popular pinners. The collections will be sold online and in Target stores. 

"Pinterest is a place where anyone can share the things they love and inspire others to go out and do things. Target's latest line designed by everyday pinners is proof of that," the site told Mashable. Target said, "We selected Pinners who we felt would have broad appeal to our guests, have significant followings, a diverse geographic location and their own unique style." 

Tapping into one of the hottest pin topics on the site, with over 700,000 party-planning pins shared every day, Target is investing in a 1-2 marketing punch that will see its new designer collaborations shared across the millions of followers of the selected bloggers, including Joy Cho, who has over 13 million followers on Pinterest, while Target has less than 150,000.Continue reading...

fashion week

Tumblr Teams with Major Fashion Brands for Offline Fashion Week Display

Posted by Sheila Shayon on August 30, 2013 06:03 PM

Tumblr is blowing out its previous New York Fashion Week promotions this year by pairing 20 fashion bloggers with 18 top designers and two "secret" organizations for two-week long apprenticeships prior to the famous runway shows. 

The result will be a visually-appealing—and offline—gallery meant to elevate "their art and collaborations into something that's physical," said Valentine Uhovski, Tumblr's fashion evangelist, according to Mashable. 

While Tumblr says it wants to keep the list of partnerships secret, the blogosphere has revealed thus far that blogger Miguel Yatco of Living in the Stills is partnered with Oscar de la Renta, Sara Zucker with Anna Sui, and Jamie Beck of Ann Street Studio with Donna Karan.Continue reading...

auto motive

Ford Reboots Fiesta Movement with New Model, Social Channel

Posted by Dale Buss on July 18, 2013 07:07 PM

Encouraged by the sales recovery of its Fiesta subcompact this year, Ford is moving ahead not only with a mid-cycle "makeover" of the car itself but also with building the second phase of a social media campaign that broke a lot of ground when it debuted four years ago.

Fiesta Movement—still based on lending the car to influential entertainment and arts bloggers and getting them to promote Fiesta through their own experiences with it—has been retooled to make even more use of social media, including new platforms that weren't around in 2009 to bolster Ford's new approach.

The overhauled car is arriving in Ford dealerships now, sleeker and available with two varieties of EcoBoost engines that weren't options for the new Fiesta when it debuted in the US in 2010 after an initial launch in Europe.Continue reading...

shopper insights

Collective Bias Turns Bloggers into Brand Ambassadors

Posted by Sheila Shayon on April 16, 2013 10:47 AM

Social Shopper pioneer Collective Bias has iterated marketing messaging to new heights with a community of 1,400 influencers doing the heavy-lifting for brands.

“We believe that social shopper marketing is the evolution of shopper media, and supplants tired traditional media like FSI’s, retail circulars and digital display advertising,” said John Andrews, co-founder and CEO of Collective Bias. The company, founded in 2009 and headquartered in Arkansas, just received $10.5 million in funding led by Updata Partners to grow its platform where brands such as Tyson, Nestle and Smart & Final pay for their products to be covered by relevant bloggers who push that content across social media. 

Named one of America's Most Promising Companies in 2013 by Forbes, their proprietary Social Fabric community of shopping-centric influencers has an aggregate reach of over 50 million, as the company claims its bloggers have an average reach of 40,000.Continue reading...

brands under fire

Kraft Defends Mac ‘N Cheese Food Coloring to Cheesed Off Bloggers

Posted by Mark J. Miller on April 2, 2013 01:31 PM

For many parents, tiredly pouring the little pouch of mysterious dry ingredients that comes in your Kraft Macaroni & Cheese box into the pasta and watching the whole thing turn a scary orangish color is a rite of passage. There are some, though, who are alarmed (and awake) enough to try and put an end to it

Vani Hari mostly writes her Food Babe blog from North Carolina, but she recently traveled to Northfield, Illinois, to pay a visit to Kraft Foods HQ in Northfield, Illinois, on Monday and demand that the company stop putting yellow #5 and yellow #6 dyes in its food, as Hari noted in a blog post.

Kraft, of course, wasn’t backing down. "The safety and quality of our products is our highest priority and we take consumer concerns very seriously," a Kraft spokeswoman said in a statement, the Chicago Tribune reports. "We carefully follow the laws and regulations in the countries where our products are sold."Continue reading...

fashion therapy

Dockers Embraces Content Marketing With Original Web Video Series

Posted by Sheila Shayon on December 14, 2012 11:13 AM

Dockers 2013 “Get Dressed Like You Mean It”

Dockers, the Levis Strauss brand of khaki garments and accessories, has been helping men get dressed since 1986, when "business casual" and "casual Fridays" came into vogue. While Dockers introduced a line for women in 1987, its core emphasis remains the sartorially-smarter male with belts, pants, leather wallets and shoes – all along with comfort and ease. 

When "metrosexuals" and "Queer Eye for the Straight Guy" urged men to spiff up, Dockers premiered its "Wear The Pants" campaign during the 2010 Super Bowl, the first Super Bowl ad offering an exclusive, limited time online offer for viewers with the hopes of skewing younger.

But now we're heading into 2013, and workplace attire has evolved (look at Levi's commuter line and even how streetwear brands like BAPE are office-acceptable — for creatives, at least), so Dockers is promoting a “Get Dressed Like You Mean It” social/video platform, one “designed to equip guys with a solid foundation of refined yet rugged wardrobe essentials that take the guess-work out of “what-to-wear” and “how-to-wear it.”Continue reading...

social marketing

Buick is Pinning and Winning (with a Dash of Tumbling, Too)

Posted by Sheila Shayon on December 13, 2012 04:58 PM

The 2013 Buick Encore is powered by a 1.4L turbocharged engine, has an EPA-estimated 33 mpg highway fuel economy, and standard six-speed automatic transmission with front-wheel drive. It also features personalized technologies well-suited to the desired demo such as Intellilink and QuietTuning with Buick’s first use of Bose Active Noise Cancellation. 

That's all well and good, but it's not very exciting to non-car buffs. So how to excite the social web with those features? Excite bloggers to become inspired by the brand and become social ambassadors, for a start. With 71% of Pinterest’s nearly 25 million users under the age of 45, (50% age 25-44), the “Pinboard to Dashboard” program has generated 17 million plus unique visitors, followers or users across Pinterest, Facebook, Twitter, Instagram and blogs.

“Knowing the Encore’s target audience spends a great deal of time online, and on Pinterest, we created a social strategy to reach them where they ‘live’,” said Lloyd Biermann, Buick Crossovers marketing manager. So In October, Buick selected 10 influential design, fashion and food bloggers to create pinboards on Pinterest showcasing how the all-new Encore speaks to their personal style and life passions.Continue reading...

social media watch

Huggies Makes Amends with Dads After Flunking Facebook 'Test'

Posted by Sheila Shayon on March 13, 2012 10:08 AM

As you may have caught on Facebook lately, Huggies is in hot water with Dads.

The issue: the Kimberly-Clark diaper brand's male-targeted social marketing campaign featuring real dads and real babies, which aimed for the funny bone but landed in the solar plexus. "To prove that Huggies diapers and wipes can handle anything, we put them to the toughest test imaginable – Dads," intoned a female voice-over in the videos ("Dad Test" and "Easy Chair").

Befuddled dads may have seemed like a cute way to make their point, but it (inevitably) irked parents. Consider that dads are increasingly stay-at-home caregivers, one out of three according to the US Census, it was no surprise that many of them took umbrage and took to social media to be heard.Continue reading...

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