In retail, cadence calendars are the crux of keeping the in-store environment fresh with seasonal floor set changes to window and graphic signage programs. But do you consider seasonality for your online experience? Social media is a great way to connect your in-store environment with your online presence. After all, your customers don’t live in your store, but they’re (almost) always online. Here are a few examples of how brands are using social media to celebrate the seasons.
As summer is often the season of travel, Kate Spade launched an Instagram campaign to build off their “Live Colorfully” tagline. And you know “Kate” doesn’t just live colorfully, but she “Travels Colorfully” too. The brand launched a contest to encourage followers to show how they #TravelColorfully for a chance to win a $250 Kate Spade New York gift certificate. Now through the end of August fans can submit their photos of their colorful travel using the hashtag. Giving the fans some inspiration, the brand shared some other own associates’ colorful travels. And the benefits for Kate? A plethora of user generated content for them to use!
They also recently launched a giveaway in partnership Travel + Leisure (who I think knows a thing or two about travel) to visit their stores to enter a “Make Waves in Rio” sweepstakes to win a sunny escape to Rio de Janeiro, a $1,000 gift card, and a summer-ready tote filled with the season’s essentials. The promotion takes place online, but ultimately encourages fans to come in-store.
This two-part approach, campaign and giveaway, satisfies both the in-store and online shopper who may not have access to a Kate Spade New York store. A great way to reach multiple audiences.
If you’re not lavishly traveling around the globe like the Kate Spade fans, Anthropologie is capturing the customer who plans to entertain at home this summer. Looking for ideas and trends in outdoor entertainment venue, the brand lunched a Pinterest #PinToWin contest. Pinners were encouraged to create their own boards around summer gathering themes like cocktail parties and poolside lounging; each pin identified with the hasthags #Anthropologie and #PinToWin. Three winners will be selected to win the “Ultimate Outdoor Spread,” $500 worth of Anthropologie dining and entertaining items of their choosing.
What’s interesting about this contest is that it doesn’t require participants to pin only Anthropologie product, but it gives participants free range to incorporate whatever product brands they want in their boards. By doing this it doesn’t limit the consumer to existing products, and helps Anthropologie identify what future products might be of interest for the brand to create. It also gives them an opportunity to spot any new outdoor trends, for example popular colors, patterns or even new themed events.
Sometimes it’s just as simple as a statement. In this case, “I wanna go.” The Travelocity social media contest featured on both Twitter and Instagram encouraged followers to share their dream destination with a photo or just a tweet the hashtah #IWannaGo. Two winners were selected from thousands that submitted to win the trip of a lifetime. Check out this brief video featuring the brand’s ornamental globetrotting garden gnome, Roaming Gnome, promoting the contest.
While the contest was relatively simple for participation, there’s more to it said the brand’s CMO, Bradley Wilson. “It’s a way to celebrate the universal truth of wanderlust and to encourage travelers to share their travel dreams with others,” he said. “Whether it’s booking a quick trip to see family and friends or traveling to far-off lands and exotic destinations, we want to hear about it…we also want to help you get there. We want to know, where do you wanna go?” The brand also cleverly ran advertising spots during commercials for the Amazing Race; an audience which one might think would be inspired to travel the world.
Seasonal social media campaigns and contests have tons of benefits for brands when executed properly. The goal should be bigger than just gaining a following (which is okay too), but use it as an opportunity to learn something about your followers, fans, and customers.
Photo Credit: Boudewijn Berends