Selfies For Brands
A picture is worth a thousand words. The age-old saying is finding a new meaning in today’s digital world in form of the ‘selfie’ phenomenon. Selfie culture is here; and here to stay for long. The recent Dove selfie campaign or French Connection’s in store selfie campaign absolutely nails what a couple of 1000 photos can do to a brand’s awareness and popularity among its users. Dove added a personal self touch to its campaign and redefined the concept of being beautiful whereas French Connection gave its customers a chance to have their selfies displayed in participating stores’ windows, as well as the companies’ official social media platforms. Both brands have utilized the selfie campaign based on their brand philosophy and nailed it with remarkable results.
Named “Word of the year” of 2013 by The Oxford English Dictionary, the “selfie” phenomenon – a self-portrait taken on a smartphone – has become the most popular of all social media trends, due to the proliferation of social sharing platforms like Instagram and Snapchat. The duck lips, sexy pout, famous cleavage good luck charm campaign just adds to the bizarre and mind-blowing spectrum of what user-engagement selfies can bring in. Also Instagram adds an artistic flair to a pic.
Selfie may look boastful to the modest ones, but in marketing parlance, this self expression is all about sharing your passion with your social circle. Even the President has jumped on the bandwagon to share the wide grin with his followers. Ellen DeGeneres star-studded selfie at Oscars this year was so popular that it broke Twitter. Selfies have now broken all social norms and converted today’s smartphone-wielding generation into “Gen-Me” – totally unapologetic about showcasing their passion for anything they love! No wonder a look up for hashtag of #selfie on Instagram bombards you back with 88 million matches!
So how can brands use selfies to leverage their customers’ passion in a fun, creative and memorable way? Retailers can initiate campaigns which are most rewarding and innovative, but its only customers’ adoption of the campaign that will amplify the brand’s message and turn campaign into word of mouth powerhouse for your brand.
Here are a few suggested ways to get the viral love from a selfie campaign:
Step 1: Selfie Campaign to Stroke Users’ Vanity – To create campaigns to curate the best and most fashionable selfie, marketers need to understand that customers do a selfie to get noticed. Reward your attention-seeking users with some exclusivity to drive their vanity quotient and they will produce the best selfies ever. See how fans are taking selfies during the FIFA World Cup and turning the event into a selfie parade. Marc Jacobs , the Fashion God also uses the social media selfie to find the face for his fall 2014 campaign. Retailers, find the right alibi to stroke your customer’s vanity to drive the selfie campaign.
Step 2: Trade selfie for an incentive to invoke user’s greed –
Pamper your customer with some attractive incentive to invoke their greed for your brand. When customers post a selfie wearing Urban Degree clothing and touting the #urbanselfie hashtag, the South Africa-based fashion brand offers them a $10 off coupon in return, according to MarketingProfs. As part of its selfie campaign, the customer with the most retweeted selfie will win $1,000 shopping spree. The selfie campaign boosted awareness of Urban Degree’s social media presence and did wonders for campaign goal of increasing footfalls to its brick-and-mortar stores. Result – the campaign not only caught on like wildfire but also kick-started a major trend among fashion retailers.
ShopSocially’s social commerce platform makes life easier for brands looking to implement such campaigns. Its purchase sharing apps captures moments of customer delight – when she completes the purchase in store or online and when she tries the product for the first time. Customer delight is converted into social endorsement through social sharing of purchases or product usage photos/selfies. These photo testimonials are aggregated back into Pinterest-like gallery on which marketers can run a popularity contest through social voting. By incorporating this gamification element in social commerce, e-tailers can turn customer passion into a non-stop word-of-mouth promotion engine.
Step 3: Ride a social message to spread your brand through Selfie campaign – With each selfie shopper has the power to raise brand awareness and going by the current selfie trend turning customers into word-of-mouth brand ambassadors, marketers can leverage a selfie campaign to push a socially relevant message among their users. Innovative strategies that deliver value and rewards to the customer are sure to be a success.
For example, Axe hit the target with its Valentine Day selfie campaign. To participate, consumers submitted photos of themselves kissing, using the hashtag #KissForPeace in honor of the brand’s global mission of nonviolence. The campaign received more than 10,000 tweets and another 8,000 posts on Instagram. Axe shared its favorites across its social media channels in addition to cross-promoting the campaign through traditional advertising —such as digital billboards in Times Square. Axe was able to effectively publicize its brand while also promoting a humane cause.
Brands if you haven’t thought of your selfie campaign yet, it’s time you en-cash this opportunity and leverage the selfie campaigns to turn your customers into brand ambassadors. Or if you have already seeped your feet in the selfie naval, share the top-notch selfie campaigns and strategies that have you adopted.