I am a big fan of Target as a marketer and of Missoni as a fashionista, and so when the two came together this month to launch their Missoni for Target collection Down Under, I just had to shop it! And also reflect upon my own personal customer journey from start to finish – that’s just the marketing geek in me :)
A lot of thought visibly went into the design of the campaign, and although it wasn’t plain sailing through and through, most of the journey was pleasant enough – and the collection items all great fashion staples!
Amongst the defining moments of the much-publicized launch were a 24-hour site crash and a full-on social medial crisis (as seen in the screenshots below. Notice the escalating tone as hours go by…) – both of which we can learn a lot from. But fear not, there were some good times too!
To find out more about all the fun you’ve missed, things they got right and things that could have gone better from a consumer perspective, check out my detailed account here on LinkedIn.
If you too were part of this Aussie fashion moment, I’d love to hear how it went for you and what you would have liked to see.
Let us take a look at Target and General Electric… What could they possibly have in common?
I have been a fan of Target’s innovative marketing techniques for some time; whilst GE has just made it to my Top 10 all-time favourite marketers.
Neither brand is what one would say sexy or aspirational i.e. not in the same vein as a Nike or a Red Bull. Yet their content marketing efforts are in my view amongst the best, if not the most hyped.
Simply, both companies’ content plays are great examples of how to build relationships with consumers through meaningful content – relationships that eventually drive sales. The last point is not to be underestimated as mentioned in an earlier post.
What is it Target and GE are doing well then in the content space? What can we learn from them?
First, they aren’t afraid of experimenting with new technologies and getting out of their comfort zone.
They had then hired an Emmy award-winning TV director and Hollywood talent to film 3 episodes of an online rom-com, which was to be a promotional vehicle for their Fall collection. Products (from women fashion wear to homewares) were cleverly placed in each episode and could be shopped effortlessly throughout the online viewing experience. The technology that allowed you to buy as you watched without pausing the film was claimed to be a first and certainly caught my attention at the time. You can find out more about Falling For You in their (promotional) behind-the-scenes video:
Meanwhile, GE have been experimenting with real-time marketing and campaign hashtags on Twitter amongst other social platforms; with its #IWantToInvent and #PiDay campaigns in particular attracting a lot of attention.
It is also (surprisingly) one of the early adopters of Vine and so far it is doing well with it: its #6SecondScience Fair campaign launched only a few days ago has already generated 20K+ social interactions on the young network as it invites users to submit Vines of their DYI-style science experiments alongside its own, like this one on how to create your own lava lamp. Entertaining and captivating at the same time.
Both brands have invested in content hubs to tell their stories.
Target’s online magazine A Bullseye View launched over a year ago and deliberately stays clear of hard-sell messages; instead it focuses on the company’s behind-the-scenes stories (e.g. designer partnerships). The site is heavily branded and as such, unequivocally positions the brand as the publisher.
GE has opted for the more discreet position of ‘Sponsor’ with its online magazine Txchnologist, one of 2 blogs the company operates and that focuses on non-corporate news. The site is a Tumblr blog about technology, science and innovation across the various industries the giant corporation is involved with (e.g. energy, transportation, heath care etc.).
Both have complemented their content strategy with an influencer program to boost their credibility and relevance.
Target has more than a dozen Fashion bloggers on its books, who write ‘Target-inspired’ posts on their blogs and also contribute to A Bullseye View. Likewise, GE’s Txchnologist features guest contributors and writers.
Lastly, they are outsourcing the bulk of the content creation to agency partners.
Whilst Target’s A Bullseye View is run by Target’s PR team, GE’s content marketing and social media team is responsible for operating Txchnologist. Both teams are understood to be on the small side, primarily focused on the site development strategy and operations, with the creative execution (content creation) sitting with agency partners. Brands and agencies meet weekly to discuss and plan the editorial content.