Uniqlo Touts Fans' Uniqlooks

Posted by Sheila Shayon on March 1, 2011 03:00 PM

Uniqlo has used models such as Agyness Deyn and celebrities including (most recently) Charlize Theron and Orlando Bloom to promote its fashion-for-the-masses designs. 

Now it's promoting its apparel and the style chops of its fans with a unique community-building initiative.

The just launched Uniqlooks site invites fans of the Japanese brand to upload photos showing their individual spins on how they style Uniqlo clothes.

A global audience then determines each "Look of the Week" winner (the current title-holder is Florian Gravovil, a 22-year-old French musician/student) to be featured on Uniqlo’s website, Facebook page and on in-store signage.

The digital lookbook by and for brand fans marries the best of self-styled fashion with social media's thirst for image-sharing, pushing the edges of both.Continue reading...

red carpet

Oscars Watch: A Rebranded jcpenney Hits the Red Carpet

Posted by Sheila Shayon on February 25, 2011 04:00 PM

Sunday’s Academy Awards marks jcpenney’s tenth year as exclusive retail sponsor of the Academy Awards. This year, in tandem with many of the attendees, it will be putting forth a fresher face — only this one will make it obvious that it's had work done. 

In tandem with the retailer's rebranded logo, look and identity, its advertising during the Oscars telecast on ABC will introduce a new tagline: “We make it affordable, you make it yours.” 

The brand is squarely positioning itself as an expert in great style at compelling prices. Seven 30-second spots produced in partnership with Saatchi & Saatchi will highlight key brands including Liz Claiborne, MNG by Mango, People StyleWatch and Cindy Crawford Style.Continue reading...

brand launch

Campaign Tactics: Ford Focus Global Launch

Posted by Dale Buss on February 25, 2011 03:00 PM

The Ford brand is coming into focus — make that Focus — globally, with the imminent launch of the Ford Focus globally.

For the most accomplished global automotive brand of the last two years, Ford has been lying a bit low lately. Expect that to change beginning Tuesday, however, when Ford introduces its crucial new Focus subcompact in the US with TV ads on American Idol

Ford brand marketers met with journalist this week in New York to talk up the fact that the 2012 Focus is the company’s first truly global car.Continue reading...

no kidding around

As Digital Marketers, Girl Scouts are Smart Cookies

Posted by Sheila Shayon on February 24, 2011 11:00 AM

Don't be fooled by that cute kid bearing a box of cookies and a big smile: the rebranded Girl Scouts are social marketing ninjas.

Consider that there is a standalone website, YouTube channel, a Flickr group, and Facebook page for Girl Scout Cookies. No wonder today’s digitally savvy 9 year-old Girl Scout can sell 400 boxes of Thin Mints in an hour.

Using Facebook, an iPhone and e-payment service Square, Facebook global policy manager Jud Hoffman’s daughter Greta and a few friends did just that.Continue reading...

brand revival

Calvin Klein Relaunches CK One as Lifestyle Brand

Posted by Shirley Brady on February 23, 2011 02:00 PM

With its men's and women's autumn/winter 2011 runway shows and New York Fashion Week out of the way, Calvin Klein is turning its attention to reviving one of its older sub-brands. On March 1st, it will relaunch ck one (introduced in 1994 with a unisex fragrance) as a broader lifestyle brand.

It will expand from perfume to include jeans and underwear — which model Lara Stone gives a glimpse of in a teaser spot, above, shot by another icon of the era: photographer Steven Meisel.Continue reading...

digital marketing

Hotels.com Invites Fans to Come and Clay

Posted by Sheila Shayon on February 21, 2011 11:00 AM

Hotels.com has been running claymation-based commercials (from Aardman Animation, no less) for a while now. Now it's inviting fans to get in on the fun with ClayYourself.com — a way to create your digital avatar for your Facebook or Twitter profile and render your facial characteristics and personality in clay. The best entries will compete to star in a future Hotels.com commercial.Continue reading...

Making Digital Campaigns Indelible

Posted by Sheila Shayon on February 16, 2011 02:00 PM

iNDELIBLE is a New York-based agency that touts its digi-first sensibility in rendering campaigns through a “harmonized ecosystem of digital elements.”

“When we started the company just over a decade ago, mainly due to bandwidth constraints, the visual representation of a brand online wasn’t much more than a slightly cleaner catalogue,” says iNDELIBLE CEO Ross Glick.

Case in point — its work for Ladies' Home Journal, which was featured on The Today Show (above) for turning the magazine's "Can This Marriage Be Saved?" franchise into a microsite and webisodes to reach a wider audience beyond print.Continue reading...

crowdsourcing

Harley-Davidson: Crowdsourced to Be Wild

Posted by Sheila Shayon on February 15, 2011 11:30 AM

Harley-Davidson's new campaign invites you to custom-design the motorcycle of your dreams. Appealing to "Cage Free Humans," it's appealing to those hidden fantasies and secret dreams to hit the open road. It's also appealing to fans, as the campaign idea came from one: Whit Hiler of Kentucky, to be precise.Continue reading...

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