The retail sector may be keeping an eye on Gap with its Australian store just two days old, but the denim giant is turning heads overseas by managing to record $US11 million in sales in one day from a viral coupon offer through collective selling site Groupon.
The offer is an example of how a well-constructed social media marketing campaign can not only benefit a company’s reputation but deliver them a solid financial return for a relatively cheap investment.
“I think this is a perfect example of how social media should be considered part of the broader marketing strategy,” chief executive of reputation management firm SR7, James Griffin says.
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116,281,366. This is the number of times the Old Spice channel videos have been viewed so far with 146,098 subscribers. A jaw-dropping number capable of creating another Tom Cruise jumping-on-the-couch-moment for the company. The viral campaign for the men’s cologne brand has been a runaway success so far owing to its catchy and funny videos which revolve around the actor Isaiah Mustafa, who portrays the image of the alpha male, someone what every man aspires to be. For the marketing agency Wieden + Kennedy, it was a job well done as it created an immense hype around a brand that was till now, struggling to compete in the shark waters of the men’s cosmetics industry. [...]