Posted by Sheila Shayon on September 16, 2013 01:45 PM
Following a four-year hiatus, Gap is returning to TV to tout its latest campaign—called Back To Blue—with two videos, underscoring the brand's recent turnaround. Gap sales have steadily risen for six consecutive quarters, placing it in the best performance leaderboard position for an apparel company in the Standard & Poor 500 Retailing Index this year.
The TV campaign is the linchpin of its "back to school"-timed campaign, which is its biggest to date. The three-screen strategy includes digital and social elements across its websites and social media channels (including the hashtag #backtoblue and videos via Twitter's Vine), as well as in-store digital engagement via partner Styld.by. The "Back to Blue" TV ads feature youthful renditions of Billy Joel's "Just The Way You Are," performed by the singer's daughter Alexa Ray Joel, as well as George Harrison's "For You Blue," which is performed by his son, Dhani Harrison.
"The entire Back to Blue campaign embodies what it means to be comfortable in your own skin," said Gap CMO Seth Farbman, in a press release. "As a brand that is known for expressing itself through sight, sound and motion, we wanted to bring this idea to life through the voices of two individuals who are recognized for staying true to who they want to be."Continue reading...
Posted by Sheila Shayon on September 5, 2013 04:58 PM
Front row seats at New York Fashion Week may be in less demand now that the world-famous fashion displays have been turned into a second-screen experience of sorts as more brands take their collections digital.
Designer Rebecca Minkoff is setting the pace with plans to debut photos of her new looks on social photo app Snapchat moments before the models strut their stuff on the runway at Lincoln Center in New York City. Given the 10-second life of the app, users must request to connect to Minkoff for the brief preview.
"There's been a lot of debate this year about fashion shows and the circus around it; some people are cutting back," said Uri Minkoff, CEO of Rebecca Minkoff and Ms. Minkoff’s brother, according to Mashable. "We believe in a different approach. We believe the consumer is part of [fashion week], and that their inclusion is going to grow. The consumer has a voice and say in [our] brand, they should get special perks even if they can't attend the show."
This year's shows will be live-streamed online on Mercedes-Benz's dedicated Fashion Week website, making it even less necessary for fashionistas to attend the shows in-person.Continue reading...
Posted by Sheila Shayon on September 5, 2013 11:02 AM
Capping off its "30 Days of Change" logo campaign launched in August, Yahoo has officially unveiled its new logo, the third since the company was founded in the mid-90s. And while the 'new' logo may not be all that different, the digital and social campaign surrounding it exemplifies the efforts that the company has undertaken to appeal to a younger generation of internet users.
Designed by Yahoo's in-house brand design group (with the help of CEO Marissa Mayer), the new logo is described by Yahoo SVP-brand creative Bob Stohrer as "sophisticated with a wink"—on point with Mayer's Tumblr comments about building a strong base, but keeping a bit of whimsy.Continue reading...
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...
Posted by Sheila Shayon on August 27, 2013 01:47 PM
Sunday's controversy-filled telecast of the MTV Video Music Awards paid off, garnering the network a big boost in viewership and engagement that has returned the annual awards show to near peak 2011 and 2012 levels.
More than 10 million viewers tuned in, according to Variety, breaking viewership records for 2006 through 2010, but the most significant impact was on social, where the show generated a record-setting 31.56 million mentions across social channels including Twitter, Facebook, GetGlue and Viggle, according to data collected by Trendrr, TVMediaInsights reports.
Not only did Miley Cyrus unseat Lady Gaga as the 'queen of obscene' with her overtly sexual performance, but she also booted Beyonce from the top spot with over 306,000 tweets per minute during her performance, a record previously set with 268,000 TPM by Beyonce during last year's Super Bowl halftime show.Continue reading...
Posted by Sheila Shayon on August 23, 2013 02:52 PM
Perhaps we should have seen it coming when Yahoo's Marissa Mayer covered the September issue of Vogue. Mayer is busy dusting off her aging internet company and is creating quite the image for herself in the process. One thing she's made clear: her Yahoo will be nothing like what existed—and failed—before.
Multiple sources close to the company report that Mayer has been busy securing a deal with longtime news personality and talk show host Katie Couric for an exclusive web interview show that would like on Yahoo's homepage, while others have said that Mayer is in preliminary talks with Conde Nast to feature some of Vogue's content on the site.Continue reading...
social media watch
Posted by Sheila Shayon on August 19, 2013 12:32 PM
Despite being a late-comer to social media, J.Crew is adapting quite quickly. In fact, the retail brand is behind a social media first: debuting its Fall 2013 catalog on Pinterest.
The brand has posted a sampling of its fall offerings to the site, with the added ability to pre-order the posted looks through the company's personal stylists. The effort adds a whole new dimension to the retailer's more traditional sales approach and in turn may garner the brand more fans—and subscribers.
While J.Crew may be the first brand to pull off such a feat on Pinterest—which has 70 million users, 80 percent of which are women—it's not the first fashion brand to use social media to give fans exclusive access.Continue reading...
Posted by Barry Silverstein on August 14, 2013 02:22 PM
Gap is launching the biggest marketing campaign in its history—dubbed "Back to Blue"—this fall with a global media push that includes the brand's return to TV after a hiatus since 2009, as well as print and outdoor advertising, social media, in-store promotions and digital marketing. In fact, Gap will be the first brand to take over all mobile ads on Tumblr for one day, August 29.
"Pop culture doesn't really start on TV anymore," Rachel Tipograph, Gap's global director of digital and social media, told Mashable. "Pop culture starts on the Internet. When you think about what community is creating pop culture on the Internet, it's Tumblr."
The Tumblr campaign includes a content creation contest, where the winning work will earn a spot on Gap's Tumblr and be turned into Tumblr mobile ads. There are also nearly 10 "Back to Blue Moments" videos on its YouTube page.
The impetus for "Back to Blue" is two-fold, according to Seth Farbman, Global Chief Marketing Officer for Gap.Continue reading...