Author Archive

Leading fashion brands are embracing digital marketing

December 9, 2011 Leave a comment

It is definitely a trend for many leading fashion brands to use social networks as platforms to shorten the distance between the brands and people. Some brands, like Tory Burch, DKNY and Kate Spade have established profiles on Facebook, Twitter and other social channels to interact with people and develop their brands voices anew. Tory Burch speaks directly on behalf of the brands on social media. DKNY and Kate Spades have introduced semi-fictional personalities that speak to the best of their brands’ traits.

  1. Tory Burch

American fashion designer Tory Burch embraces social media to increase awareness and send messages. She creates Facebook, Twitter, Flipboard, Tumblr, Foursquare, YouTube, and Weibo in China. They are run by an in-house team of two, except for Twitter , running by Tory herself, and Weibo, running by the team in Shanghai, in partnership with the editorial team in NYC. Every team has to make sure that every information and message posting on social media is true to Burch’s voice. Also, Tory Burch offers exclusives for Facebook community and it is a huge success in driving excitement and sales. People who are fans of a brand on Facebook have a certain appropriate expectation that there should be an exclusive benefit just for them.

2. DKNY PR Girl

DKNY introduced a DKNY PR GRIL both on Twitter and Tumblr. DKNY PR GIRL is run by Donna Karan International’s SVP of global communications, Aliza Licht. This character is fun and in tune with DKNY’s young, urban-leaning demographic. DKNY PR GIRL (and by proxy, Licht) has gained a reputation for live-tweeting episodes of Gossip Girl. In order to be transparent, DKNY PR GIRL gives followers broad insight into the brand, messages of the brand and its operations.

3. Kate Spade

Kate Spade also created a persona for the brand on social networks. At first, Kate Spade’s social media strategy was not so effective. @katespadeny account’s tweets were written by visitors who came to the brand’s Fifth Avenue store. However, Kate Spade knew that the tweets should not be relied on for 100%. So, “Kate Spade woman” decides to be closer to people and bring more New York City agenda to real life. @katespadeny began checking in to the MoMA in the afternoon or at Mercury Lounge in the evening. Also, on the weekends, “Kate Spade woman” snapped Instagram photos of Central Park and the facade of the Plaza Hotel. She got many followers on Facebook, Twitter and Tumblr. There are more than 135,000 followers on Twitter and more than 370,000 on Facebook, and a “true reach” of nearly 20,000 people. Kate Spade commissioned a different artist each month to create a video around a color for its “Live Colorfully” campaign this year. The brand has also developed behind-the-scenes videos, as well as short animations for its website.


Categories: Uncategorized

When The Muppets meets social media

November 21, 2011 Leave a comment

Walt Disney Pictures is introducing its upcoming live-action film Muppet to movie theaters. “The Muppets” is going to hit the big screen on November 23 2011- that is this week! In order to revive and promote The Muppets, the film has launched a marketing campaign by using social media and digital tools for 2 years. Mashable calls the campaign “one of the most socially savvy” they have ever seen. This campaign can be so successful not only it gets the right people involved, but also it utilizes social and digital effectively. This film has been virally and socially promote across social channels.


The Muppets creates a Facebook fanpage to spread movie information. There are more than 1.1 million fans on the official Muppets Facebook fan page. Additionally, each of the puppet characters has their own fan pages and campaigns.  

The Muppets Fan-A-Thon is created on Facebook to attract fans to “Like” characters, videos and pages. Fan-A-Thon has gotten over 2 million likes since it started.


The Muppets also uses Google+ page, the latest social media, to connect and share information with fans and promote the film. For example, Jason Segel, one of the characters in The Muppets, showed in a Google+ Hangout to interact with the fans directly.


There are almost 70,000 followers on the official Muppets Studio Twitter account. The Twitter account is hosted by a pair of Muppet characters Statler and Waldorf. These two ornery and hilarious old man cracks jokes about every characters and tweet their disdain for the current Muppet invasion. Disney uses a humorous a way to attract fans.   


The Muppets uses YouTube to brand and promote itself by creating viral music videos and movie trailer parodies on YouTube. The Muppets’ most recent video on YouTube is a soundtrack preview that pokes fun at audience criticism.

Mobile Apps

Disney acquired the game maker-Tapulous, the iPhone app development firm responsible for the Tap Tap Revenge games in 2010. Thus, The Muppets have their own music app now, Tap Tap Muppets. Also, mobile video app Viddy  has special pack that lets people insert characters from The Muppets into their videos.



Categories: Uncategorized

Should every business invest in social media?

November 15, 2011 Leave a comment

There is no doubt that social media can generate buzz, drive more traffic to site, increase brand awareness and create two-way conversations with people. It seems like that social media is the best marketing tool to build a brand, and it is necessary to invest in social media. So, here comes the question – should every business invest in social media? I would say it depends. Before a business drives in to social media, here are two common myths to consider.

Myth 1: Every Business Should Invest in Social Media

Fact 1: It depends on what kind of products or services a business provides and where the target audiences are.

It is important for a business to know where the customers are and find the best way to reach them. If a business’s target audiences are on Facebook or Twitter, the business can certainly reach them through social media. On the other hand, if a business’s target audiences do not use social media, it is unnecessary to invest in social media.

Also, it is important for a business to know what kind of products or services it provides. If a business is selling services people rarely need, it is unnecessary to invest in social media because people do not have the time and energy to follow a product or service that is not relevant to their daily lives.

Now, there’s a rush to get on Facebook or Twitter and launch a blog without a plan. In order to make a social media plan successful, doing research and setting goals are necessary. Also, social media fits more naturally for certain types of businesses. It, however, doesn’t mean that other businesses should not use social media. It may take more time for those businesses to reach customers through social media.

Myth 2: Social media is free advertising.

Fact   2: It actually costs a lot.

People like to create a Facebook, Twitter or LinkedIn account because it is free. So, there is a widely held perception that social media is free. Conversely, managing social media efficiently requires a good strategy and a lot of money. According to SocialTmes, the average cost of a social media campaign is $210,000. Not every company has enough budgets to run a social media campaign. As a result, before investing in social media, businesses should evaluate whether they have enough budgets and whether they have the ability and time to monitor the social media.

Categories: Uncategorized