Tag Archives: bloggers

The Barbour shop spruces up with a lick of paint

5 Apr

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Despite the smog, I rocked up to work yesterday morning in my SLB (Summer Liddesdale Barbour) which is something that I bought just before every high street store decided to introduce them. Not that I’m bitter or anything.

But now fans are being given the chance to up their game by adding a spark of colour to their wardrobes, thanks to Barbour’s partnership with Pantone.

To celebrate its S/S 2014 collection, Barbour has created a film, with the help of four bloggers, to showcase the British brand’s love affair with colour.

And it’s giving fans a chance to win items from the colourful collection by taking part in a photo competition.

For a company that sticks out in our minds for (probably) using old men on wearing flat caps and wellington boots with a Labrador by their side promote its range, this approach is youthful, fashionable and fun without trying too hard.

The fashion and lifestyle bloggers – who have more than 158,000 followers combined – share what inspires them on an easy-to-use microsite – which gives users the option to browse the collection; enter a competition; and view the latest entries.

To open up a 120 year-old brand like Barbour to a new generation naturally – peer to peer marketing was key. The sophisticated bloggers are aspirational without being show-offs. These are ‘everyday’ creative people who can appreciate the quality of the brand and they’re encouraging others to do the same – and I believe them:

· Niran & AdamYing & Yang
· Steve Booker Steve Booker
· CatTake Courage
· Carin OlssonParis In Four Months

I know I’m biased. I’ve already bought into the Barbour club. But, this campaign works on both levels. It validates my previous decision and prompts me to buy again.

The video launches on the site on Monday and it’ll be interesting to see how the competition takes off and how it transforms potential consumers into future customers.

But, it already has subtly on its side. The #BarbourPantone concept is shareable without being showy – down to the fact that Barbour’s felt secure enough to create a digital campaign around its brand without over-talking about its brand (Barbour appears just seven times on the microsite homepage and one of those is the hashtag).

Jolly good!

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lastminute.com is behind the times with copycat campaign

9 Nov

Competitions are PR gold because they drive engagement with your target market. I’ve launched a few of them in my micro career – from the Best British Roast Dinner to the Best Dressed Pub – and it’s safe to say there’s no campaign that won’t allow you to bring out consumers’ competitive streak.

But the one that the PR industry remembers – which broke all the rules, offered a top prize, won awards and international coverage – was Queensland’s 2009 ‘Best Job in the World‘. So, when I saw the lastminute.com was looking for a ‘spontaneity champion‘, to indulge in luxury mini breaks across the world and share their experiences with the brand, I was a little disappointed.

There’s no shame in being inspired by other campaigns, but if it doesn’t take it to another level then have you really done your job? (#JustSaying)

lastminute.com’s competition has already been talked about by almost every UK national newspaper, but to add some extra sparkle, I’d promote it in the following ways:

Pack a suitcase
Package the competition up as part of a wider feature with top tips for frequent travellers; travel blogger profiles; and ‘how to…’ articles on spending 24hours in the most popular cities. The content can be run as part of an advertorial within a magazine like Time Out or pitched into a range of websites.

Pin it to win it
lastminute.com is on the right track when it comes to social media, by encouraging the eventual champion to share their experiences, but it could take it one step further by utilising Pinterest.

This story is great, but there’s nothing worse than reading about a competition you didn’t win, so why not continue the celebrations by giving people a chance to win a trip to the destination on a picture they ‘re-pin’?

Talk to the experts
If you’re sending someone on a ‘trip of a lifetime’ every weekend for a year, they’re going to become experts in destination hotspots, hidden culture and emerging trends. So leverage their expertise by hosting a press event at the end the year for a campaign round-up. lastminute.com could go it alone, if they have the budget, or partner with a well-known travel conference and secure a speaking opportunity as part of a sponsorship package.

By inviting journalists and bloggers to hear the stories, and also do a ‘big reveal’ for next year’s campaign, they can keep the brand in the news.

So, there it is. Three ideas to better organise the campaign around the spontaneity champion. Are you up to the challenge?

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Sometimes social media silence is best

19 Dec

Following the tragic Newtown shootings in Connecticut last week, which has left America mourning, brands have continued to make light of the situation with insensitive gestures.

This isn’t uncommon. Recently I blogged on GAP and American Apparel’s misfortunes during the New York hurricanes. Amidst the disaster, both retailers thought sales were the answer and encouraged users to stay indoors and do some shopping.

What’s worrying is that brands aren’t learning the basic ‘dos an don’ts’ even after bloggers hang them out to dry.

This time around there’s been a series of mishaps.

Cerberus Capital Management
Private equity firm Cerberus Capital Management, the maker of Bushmaster firearms – the gun that killed 27 people, had to pull a marketing ploy that referred to ‘avoiding eye contact with tough looking fifth graders’.

This links to Brad Phillips’ viewpoint on the PR Daily that it’s about time people stopped their prescheduled social media updates and campaigns during crises such as this to avoid foolish mistakes.

Since the shooting, Cerberus Capital Management has announced that it plans to sell the arms firm it bought in 2006.

Dansko
As highlighted by blogger Alex Judd, US footwear maker Dankso posted this on its Facebook page:

“…sometimes it’s the routine of everyday life that keeps us moving after a tragedy. You grasp for the familiar, the little things you take comfort in, even if that’s simply wearing a favourite pair of shoes and taking one step at a time.”

After a series of abuse from fans, it promptly pulled the comment and moved on without apologising – a pet peeve of mine.

Celebrity slip-up
Former Coronation Street and I’m a Celebrity star Helen Flanagan has made headlines for all the wrong reasons – re-posting an image of herself holding a gun to her head as the first Newtown funerals took place.

Helen has since turned the tables on her enemies, claiming the papers are bullying her after her ‘brainless’ tactic.

I’m not going to add to the comments Helen’s been receiving. But I will say, for brands and celebrities alike, there’s nothing wrong with social media silence in the aftermath of an event that has shaken the world.

If you can’t say anything appropriate, don’t say anything at all.

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