Best Global Green Brands 2014

social media watch

J.Crew Takes Fall Catalog Digital with Exclusive Pinterest Debut

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...

retail watch

Gap Plans Tumblr Takeover as Part of Greater Omnichannel Retail Strategy

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...

social media

Tumblr Puts Hard Focus on Brands with New Analytics Tools

Posted by Sheila Shayon on August 9, 2013 11:48 AM

David Karp's Tumblr, which once swore off advertising, saying it "turns our stomachs," is rolling out new tools to help marketers manage the impact and reach of their Tumblr accounts.

Following its $1.1 billion acquisition by Yahoo, Tumblr has taken steps to shed its iconoclastic youthful image, primarily with more advertising. In late May, the site unveiled sponsored brand posts in users' homepage feeds. Now, the company announced a handful of new analytics tools developed with Simply Measured on its marketing blog, which allow brands to compare thier Tumblr data to other social media accounts, and compare their posts with those of competitors. The site also has a Tumblr A-List, which includes a select group of creative agencies that serve to help brands create a better Tumblr experience for consumers.Continue reading...

social media watch

GE Leverages Vine for 6-Second Social Media Science Fair

Posted by Sheila Shayon on August 8, 2013 11:51 AM

GE, a perpetual early-adopter of new media, is leveraging Vine to create a science fair online after a one-off video became a surprise hit. The video, dubbed #6SecondScience, gave an abbreviated demonstration of what happens when you mix milk, food coloring and dish soap. With the initial post still being retweeted and reposted, GE decided to spin #6SecondScience into a full campaign.  

A pro at bringing out the beauty of science, the campaign showcases quick science creations by both GE and fellow social media users. Other popular Vine posts include the chemical properties of a cup of coffee and one that shows the cells in your hand. All of GE's 6-second science videos will be curated on a Tumblr page, and some users that contribute their own #6SecondScience creations will receive a science-themed gift from GE.Continue reading...

brand evolution

Yahoo Ushers in a New Era with Month-Long Logo Debut

Posted by Sheila Shayon on August 7, 2013 12:52 PM

If you thought Yahoo was coming to the end of its transformation phase, think again. The internet company, which has been given new life under CEO Marissa Mayer, is planning to roll out a new logo in September, but not before it pays homage to its current logo's 20-year run.

The "30 Days of Change" campaign will feature a new logo everyday before the company unveils the actual one, which will be a "modern redesign that’s more reflective of our reimagined design and new experiences,” CMO Kathy Savitt wrote in a blog post

Savitt, who was Mayer's first major hire after she assumed the role of chief executive last year, told USA Today that the "Yahoo logo is iconic; some people love it, some people hate it. We decided to change it, to reflect new products … and depict our next chapter."Continue reading...

social media watch

General Mills Shares Space with Rivals in Cereal-Focused Social Effort

Posted by Sheila Shayon on July 24, 2013 11:20 AM

General Mills is tackling social media with a twist. The brand, which produces some of the most iconic cereal brands around, including Cheerios and Lucky Charms, launched a social effort dubbed Hello Cereal Lovers at the end of 2012. Over six months later, the social experiment is going strong, but isn't making too much of a fuss.

With over 313,000 likes on Facebook, a vibrant website, Instagram and Tumblr accounts, and a cheery Twitter feed, the Fortune 500 company has built a dedicated home for bowl-based breakfast enthusiasts—whether they're spooning General Mills cereal or not.Continue reading...

social media watch

Rebecca Minkoff Teams Up with Tumblr, Nordstrom for Fashion Talent Search

Posted by Sheila Shayon on July 19, 2013 04:07 PM

Rebecca Minkoff, fashion designer of luxury handbags, accessories, footwear and apparel, understands the power of social.

Minkoff is targeting the Tumblr community to promote awareness for her upcoming spring collection at New York Fashion Week in September, inviting the creative Tumblr community to participate in a T-shirt and tote campaign with Nordstrom.

Artists can submit T-shirt and tote designs, models can send pictures and photographers can submit portfolios to tumblr@rebeccaminkoff.com by July 25 to be judged by a panel of judges including Tumblr founder and CEO David Karp, Nordstrom EVP of Designer Merchandising Jeffrey Kalinsky and Minkoff herself, with results to be announced July 30.Continue reading...

brand roadmaps

Yahoo, One Year Later: Mayer's Calculated Growth Strategy Prevails for Aging Tech Brand

Posted by Dale Buss on July 16, 2013 12:47 PM

Marissa Mayer may have created tidal waves in the worlds of maternity leave and telecommuting, but while she's also swelled Yahoo's stock price in her first year as CEO, she hasn't created more than a few ripples in terms of the company's long-term prospects.

Analysts aren't expecting much from the report of Yahoo's second-quarter financials today even though Google alum Mayer has been on the job at Yahoo for exactly a year, brought in as a last-ditch messiah as the tech company's sixth CEO in five years. Google and Microsoft also report earnings this week.

Among other things under Mayer, Yahoo has scooped up 17 technology startups, including the sizeable acquisition of Tumblr, has stemmed attrition and has, well, made it acceptable again in Silicon Valley to work at Yahoo instead of defect to Facebook or Google.Continue reading...

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