G-Star’s Use Of Social With Next Raw Reporter
G-Star Raw enters the social sphere with a great concept in order to gain attention for their new fashion show and to open up for fans to join in on the G-Star experience. Anyone with an YouTube, Flickr, Twitter or Facebook account can sign up to become a G-Star rookie runway reporter.
We spoke with Marjolijn Kamphuis, International Online Manager at G-Star Raw. Continue reading for more info, insights on the campaign, theadvantage of fashion brands in social media and the comparisation with the Best Job In The World campaign.
Social state of the fashion industry
Fashion brands have a have a bit of an advantage when it comes to social media as they have a natural fanbaseAt this moment these brands only start to realize the things they can do. We start to see them blog, launch iPhone apps, start to Tweet and collect fans in a Facebook Fan page.
Just like celebrities and innovative brands, people become fan of a fashion brand. G-Star has its own Facebook Fanpage, communicates via Twitter and spreads G-Star content via YouTube. The target audience searches for its favorite brand and becomes a fan to show their social identity to their friends and to put up a small dialogue.
People become attached to a brand, just like people become a fan of a celebrity. Connecting with this target audience becomes relative easy when using the right tools and instruments for a dialogue.
- Marjolijn Kamphuis
What matters most is what a brand will do with this audience. It’s good to have a solid base, but there is more to explore with this target group.
About the campaign
G-Star starts their search for the best social fashion reporters by seeding a press message to hundreds of topnotch blogs in the fashion industryand their own fan bases at Facebook (120.000 fans), Hyves (20.000 fans) and Twitter (350 fans). Later on, the campaign will be boosted with the use of display advertisement on fashion blogs and other social media channels. In January, there will be an interactive campaign on Facebook. Furthermore, G-Star combined powers with the TV channels as Nylon TV (US) and MTV (Japan) for extra coverage. Of course, the campaign is also mentioned at the G-Star website itself. People are able to sign up on a special platform, created for the campaign.
G-Star made a call to action for the best photographer, the most outstanding YouTube video producer, the most addicted Twitter user and the most active Facebook user in the fashion network. With a easy to signup platform, G-Star created a Best-Job-In-The-World situation where fans of the brand step on a stage and ask their network to vote for their entry. When casting a vote, G-Star asks for your email address so you’ll be able to stay informed by news from G-Star. A smart way to collect email addresses.
Winners will be flown over to New York to cover the runway shows, the afterparties and the entire fashionweek. All the tweets, photo’s and video’s will be streamed live to the mashupsite on g-star.com.
Conclusion
Even though the fashion industry isn’t an industry where technology and newer forms of communication are the main priority of the fashion marketeers of today, G-Star knows how to trigger their target audience in a very innovative way. The activity on the platform, two days after the launch, isn’t that high, but I’m expecting it to become a platform stuffed with good entries in the upcoming weeks. Then again, its more about the quality in entries then the quantity. In my opinion, the best factor of the campaign is that G-Star isn’t just depending on the high traffic fashion bloggers or professional photographers, but allowing amateurs and “regular people” to join in on the G-Star experience as well. Great campaign!
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Nice report Matthijs! Liking what G-Star is doing.
[...] terms of 2009 (telegraph.co.uk)Facebook Users Give Up Cursing, Use Shorthand Instead (gigaom.com)G-Star’s Use Of Social With Next Raw Reporter (viralblog.com)We Media: Mainstream News Taps Into Citizen Journalism [...]
I’m entered in the Facebook category for this! I’m currently in 3rd place. Coming from an interactive marketing background, G-Star Raw is definitely doing it right. This is a smart way to bring awareness to the brand and to allow regular people (I also happen to be a fashion blogger) to feel like they’re apart of something- a community if you will. It is also allowing New York Fashion Week to feel more accessible. If you’d like, you can see my entry here and vote for me.
If I happen to not be able to catch up to the leader, I really hope to be chosen as one of the wildcards! Thanks!!
http://nyfw.g-star.com/index.php?id=571
[...] Was die Reporter alles zusammengetragen haben, lässt sich hier verfolgen. Ausführliche Informationen zur Aktion gibt es hier. [...]
In real life people actually have to leave the coffee chanel outlet shop and go to jobs.
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