Love is in the air at the Banana Republic. The apparel and accessories brand is launching a global marketing campaign, titled “Love,” and has partnered with Match.com to host 8 in-store meet and greet events in several key markets, including New York, Los Angles, San Francisco and Chicago. The goal is to strengthen the emotional connection with its customers as well as grow the brands consumer base.
The Gap-owned chain has also partnering with top fashion and lifestyle blogger, Joy D. Chow of Oh Joy and her husband to share their love story, including their first date all dressed up in Banana Republic clothing. They will share their story along with photos on Facebook, Instagram, Twitter and Pinterest.
“Our partnership with ‘Oh Joy’ begins what will evolve into an even more extensive digital content presence in 2013.” Banana Republic’s chief marketing officer Catherine Sadler said, as reported by Bloomberg. “Not only will we look to excite customers and connect with them through curated content in association with blogs like ‘Oh Joy,’ but we’re also excited about curating and pushing out our own content in the digital space.”
To encourage additional fan engagement, the brand will ask their Instagram andTwitter followers and fans to share photos of hearts for a chance to be featured in a special Valentine’s Day album posted on the brand’s Facebook page.
The print campaign will appear in the March issues of numerous national magazines including Vogue, Elle, Vanity Fair and several others. It will debut in stores on Valentine’s Day, February 14th.
What do you think of this campaign and how they are connecting with their customers? Share your comments with us.
[Source: Gap, Inc.]
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