With their fancy dresses and big price tags, Oscar de la Renta doesn’t seem like the most obvious social media marketing candidate. But with over 160,000 Facebook fans and over 45,000 Twitter followers, they’re reaching out to a new generation of internet-savvy fashion
The Fashion House’s head of marketing for fragrance, Michele de Bourbon, says this campaign allows fans of all economic backgrounds to experience the “World of Oscar.” The fragrance line is marketed as “affordable,” but as you’ve seen above, it will still burn a deep hole in many people’s pockets.
Fashion is always looking forward, so it makes sense for the company to experiment with social media marketiing. And price aside, this type of campaign lets companies share their brand on a large scale, whether what they sell is affordable or not.
Here are a couple other Facebook social media marketing launch success stories:
Marc Jacobs—Bang, You’re It
Last fall, Marc Jacobs released their first male scent in almost a decade, called—you guessed it—Bang. To promote the launch, they created a Facebook gamed titled “Bang, You’re It!”
The Ford Fiesta Movement
Rather than releasing their new Fiesta model at a car show, Ford placed the car’s fate in the hands of 100 social media marketing “agents.” They each lived with a Fiesta for six months and shared their experiences online through blogs, Facebook, Twitter, video and other events.
The best part? They didn’t spe
It’s often risky to spread a brand so widely over social media channels, but this seems to be working in Ford’s favour. None of the user-uploaded Facebook photos are of broken down cars, and the vast majority of tweets are favourable. Even if a breakdown occurs, Ford is so involved in social media marketing that they’ll be able to handle any situations quickly and courteously.