The document discusses trends in digital marketing and fashion platforms. It notes that brands often adopt new platforms without understanding their full reach and impact. It emphasizes the importance of creating useful, branded content and having a creative social media strategy beyond just profiles. Examples are given of successful integrations between online and offline experiences like geo-located scavenger hunts. The conclusion advocates for making digital content useful, being creative on social media, leveraging offline events, and providing opportunities for online consumer interaction.
30. Despite loads of “ visit once and forget ” music and video content. The app also provides guides to hotels, restaurants, bars & clubs in more than 20 major cities picked by Gucci. It ’ s useful and not just pretty.
34. Brands don ’ t just need profiles and presences.
35. They need a strong creative idea and a strategy that will resonate across social channels.
36. The traditional advertising industry didn ’ t continue to grow and produce amazing work because they helped brands merely populate print, TV, cinema etc.
37. They had to innovate and push creative boundaries
39. IKEA created a genius tool using facebook ’ s tagging functionality
40.
41. Ikea set up a profile of Gordon Gustavsson – the manager of the soon to open Malmo store. Visitors to the page were encouraged to tag different items. Once they tagged it – they got sent it for free! This spread like wildfire and was a big win for IKEA
43. Art of the Trench trades on people ’ s vanity and need for social affirmation by getting trench coat wearers to upload photos of themselves in their coats.
44. They then share their pic on facebook and telegraph it to their network
45. What a massive gang of show-offs I say! – but what a great creative use of social media
48. 95% of the people everyone knows on facebook they have actually met in real life. Facebook is the most successful online expression of offline events we ’ re ever likely to see. As digital expands it will fragment and fewer single sites will continue to dominate but for now facebook shows how powerful online/offline can be
62. Conclusion: Make your digital output useful to your users Be creative with social media, don ’ t just tick boxes Offline is the biggest driver of online There is a big appetite for consumer interaction online in fashion