In the shadows of College Basketball’s Mecca on the campus of the University of Kentucky, stands a mecca of its own. Oneness Premium Boutique sits at 431 Jersey Street in Lexington, a premium menswear boutique with a “focus in premium footwear.” The aesthetics of the shop are visually stimulating to sneakerheads and casual passersby alike, but where they set themselves apart is in their unique approach to social selling.
By leveraging their active communities within Twitter and Instagram, Oneness 287 is able to penetrate into markets previously out of their reach as a brick and mortar shop. This small business with a very specific, high-end-sneaker-craving clientele, is consistently selling out their products utilizing social media community monitoring as the backbone of its online sales.
How It Works
Oneness Premium takes high quality professional photographs of new product inside their store. These photos often accompany a caption with sizes, release dates and order information. The key here is Oneness Premium creates their own custom images of a shoe in their store. The shoes are visible elsewhere on the web, but the Oneness Atmosphere creates an aura of “cool” that stock photos simply can’t replicate.
Oneness Premium then leverages their community size (~7,000 on Twitter, ~9,000 on Instagram) and offers direct selling through each platform. Want to purchase a pair of shoes on Instagram? Depending on availability, it’s as simple as commenting with your size and email address. Once Oneness has received your inquiry, the designated social media “monitor” will respond saying they have sent an invoice to your email address. Upon checking your email, you’ll find that Oneness has sent a PayPal Invoice with the product information and shipping charges. If you’re an active PayPal member with your credit card information attached to your account, the invoicing process takes only about 2 minutes. The longest part of this purchase is entering your address and credit card information.
Brands are looking for new, innovative ways to leverage new social media platforms to grow their business. Oneness Premium has turned Instagram, one of the more difficult platforms to define ROI, into a direct sales tool and revolutionized the social sneaker purchase experience. For more information on Oneness Premium, visit their website or connect with them on Twitter or Instagram. Looking for innovative ways to build your brand through social media? Contact Splash Media Group today!
Rob Howe is an Account Manager at Splash Media Group in Addison, Texas. Connect with him on LinkedIn.
In case you haven’t heard, this month has been designated No-Shave November. Designed to raise cancer awareness and funding, No-Shave November is a web-based initiative in which people are encouraged to forgo personal hair removal for a month, while donating the money that would’ve gone toward personal grooming to cancer research. Forming teams and finding fundraising opportunities is also encouraged, with the goal of putting as much money toward the cause as possible during this one-month push. It’s a fun way to draw attention to cancer-related causes, through facial hair growing contests and sponsored unkempt appearances. Companies are embracing this event as a way to draw attention to their brands while supporting a cause, and they’re finding creative ways to do it.
It makes perfect sense, of course, for charities that regularly support cancer research to make the most of No-Shave November. St Jude Children’s Research Hospital encourages people to form teams and raise money, which resulted in almost $130,000 of funding in 2012. So far this year, the American Cancer Society has used No-Shave November to raise almost $160,000.
Some companies take it beyond No-Shave November. PointRoll, for instance, also participated in Octobeard, eschewing the razor for an extra month in order to support men’s health and cancer research. The staff formed two teams, and the Creative Team and Client Service Team challenged each other to raise at least $1000 over the course of the two months. The winner, of course, will be the team that raises the most money, and at the end of the month there will also be a vote for best beard.
Oreo is a brand that makes excellent use of social media. Given its success embracing events as diverse as the power outage at the Super Bowl, the Mars Rover landing, Elvis Week, and Pride, it’s no surprise that their marketing team would come up with an ingenious way to celebrate No-Shave November. They didn’t disappoint, using mustachioed cookies with clever nicknames in an appealing graphic.
If you want to dress to advertise your support of the cause, companies like Little Mountain Print Shoppe make it easy, with t-shirts that feature hand-drawn artwork promoting facial hair. Others have jumped on this idea as well, with companies like Inktastic, CafePress, and Spreadshirt offering a wide assortment of themed products—from mouse pads to phone cases to clothing, emblazoned with beards, mustaches, and clever slogans. Given the recent popularity of mustaches, this a great way for these businesses to make some money while helping people show off their no-shave pride.
Of course, when you’re the latest big thing, you’ve got a great opportunity to make a difference for a cause. That’s why it’s praiseworthy that the folks from Duck Dynasty have partnered with Corello, a highly favored fashion line, to raise money this month. Known for extravagant facial hair all year long, the men of Duck Dynasty are a logical choice to represent No-Shave November; they’re also a good representation of the Corello brand, which is an edgy, Nashville-based company. Duck Dynasty’s Jep and Jessica Robertson are appearing in Corello marketing efforts, and the designer is giving 10% of the month’s proceeds to St. Jude Children’s Research Hospital.
So what’s the point? Capitalizing on a cause as a way to promote your business may seem a little cynical, but in truth, it’s a great idea. It allows you to lend your support, promote your brand, and establish your company as a benevolent entity, all at the same time. If you’re looking for good ideas for growing your business and keeping up with social marketing trends, Splash Media can help. For more information on social media solutions or best practices visit our website or connect with us on Facebook, Twitter, and YouTube.
Doritos is challenging fans everywhere to create an awesome commercial and crash the Super Bowl! For the eighth consecutive year, Doritos is inviting creative Doritos fans and ambitious filmmakers to submit a 30-second commercial and enter for a chance to win anywhere from $1,000 up to $1,000,000, an opportunity to have your commercial aired during the Super Bowl, and an invitation to join the crew on the set of the upcoming Avengers movie, Marvel’s The Avengers: Age of Ultron.
Four Splash employees—Cory Allison, Rob Howe, Israel Varela, and Jason Kauzlarich—decided to accept this challenge and enter the competition. They scouted locations, found talent, and spent a weekend filming a 30-second commercial (see above).
We love to see what our creative Splash coworkers do on their own time!
Cory said, “As a passionate filmmaker, it would make me quite CHIP-per to win this and go work on a real-live movie set!”
Rob said: ”Israel put the idea out there and after several creative sessions Cory knocked it out of the park with the cinematography and editing. I’m really proud of the product our team put out.”
“Working on the Doritos Crash the Super Bowl commercial was an amazing experience,” Israel said. “Bringing our creative idea from conceptualization to production and finally the finished product was a lot of fun. And the talent we worked with did such an amazing job of seeing the vision we had and bringing it to life. I was totally pleased working the team and look forward to working with them again in the future.”
The boys have another video project in the works, as competitors can submit up to ten entries! Doritos had strict rules for the teams to follow, such as: no copyright infringement, use only Doritos brand products (preferably Nacho Cheese and Cool Ranch), cannot use any of the Avenger superheroes, and use only specific audio and visual effects provided by Doritos.
In previous years, the contest had been open only to U.S. consumers, but now that it’s international, Doritos will see a lot more submissions and a larger variety.
Last year the contest ran exclusively through Facebook, but this year it’s being conducted across multiple social media platforms. Doritos has come up with a brilliant marketing plan with this contest. They are creating months of consumer engagement and content creation. Stay tuned to see the guys’ next video here. To see submissions from other teams, visit www.doritos.com.
Do you plan to create an ad for the Doritos “Crash the Super Bowl” Contest? What do you think of the one Cory, Rob, Jason and Israel made?
Tragedies happen. Whether foreign, domestic, acts of terror or natural disasters, a time will come when your brand’s marketing messaging becomes not only obsolete but also inappropriate.
So what is a smart social marketer to do?
The anniversary of the tragedy of 9/11 came and went recently, and at Splash Media the internal dialogue went something like this:
“Is contributing to the social media conversation surrounding September 11th right for my clients?”
We came up with two answers that would, at the very least, ensure we would not end up on a list of the biggest 9/11 media blunders.
- 1. Yes, my brand will contribute to the #neverforget trending topic with a tasteful custom graphic (with no branding) and copy written out of respect for the victims and their families.
- 2. No, our brand will halt all planned marketing messaging and participate in “social silence” out of respect.
The difference between the two is fractional. Regardless of the social media manager’s feelings one way or another, it is ultimately a brand’s decision whether to publicly take a public social stance on a particular issue.
In times where social engagement, reach, and influence goals are pushed on an hourly basis it is difficult to pass on issues where your beliefs might win you a customer. But using tragedy for profit is evil.
Social silence is the best choice because:
- It honors the victims.
- It gives the brands a canned response to social trolls who are looking to cause trouble on days like September 11th.
- It makes a statement that people are more important than marketing goals.
News travels faster than ever through social media. Horrific incidents like the Sandy Hook Elementary School shooting and the Boston Marathon bombing could occur at any time, and you need to be prepared to observe social silence. It’s the best way to honor the victims, and I guarantee your brand will agree.
Rob Howe is a Social Media Specialist and Account Manager at Splash Media Group in Addison, Texas. Connect with him on LinkedIn.