Category Archives: Digital
Everybody loves a good infographic – none more so than the geeks and nerds of the world.
So imagine the joy circulating around the interwebz this afternoon, when this bad boy surfaced:
Courtesy of (presumably) the geeks AND nerds behind the Masters in IT website for that Friday giggle. And a rather cute marketing ploy for their cause – I mean, who is a likely target audience…?
“I don’t design clothes, I design dreams”
Ever since I first came across it, this kernel of an idea has formulated my interest and belief in the power of brand communications. Marketing that goes beyond the product, that can trigger and play on emotion and aspiration – now that is powerful.
So it was with interest that I came across the latest development in Ralph Lauren’s marketing of their children’s wear. ‘The RL Gang’ has been created as a group of fictional child ambassadors for the label’s kids range, living for the most part online on a dedicated micro site. Visitors watch the video story unfold of Hudson, Willow and friends having fun and getting up to mischief in the schoolroom.
And all the while looking sensationally adorable, kitted out head-to-toe in the latest Ralph Lauren Kids back-to-school fall season range.
There’s no denying it, the film feature is beautifully produced. Traditional children’s book illustrations in fine-line ink and watercolour are interlaced with live action from the exceptionally cute child models as they run around their animated school yard. Added kudos is given by narration from Hollywood’s Harry Connick Jr.
The impression is a warm glow of child-like imagination and adventure, strongly conveying the sense (illusory or otherwise) that Ralph Lauren loves your kids as much as you do. The idea, of course, being that Mom logs on, watches how delightful Willow looks in her Cotton-Cashmere Sampler Jacket and thinks how cute her own offspring would look similarly attired.
Naturally, the route to purchase is instantaneous. Via links embedded throughout the film, Mom can hover over each of Willow’s garments and ‘shop W’s look’, taking her straight to the online store for purchase.
If a particular role model strikes a chord, Mom can even peek inside the little one’s ‘closet’ to skip through their personal style and view their particular collection – be it Oliver’s country-gentleman-in-the-making or Zoe’s more rock chick vibe. Mothers of wannabe Suri Cruise‘s can shop the Mae look.
But that’s not all. As a nice addition, RL has produced a kids storybook (yes, a real old-fashioned traditional paper page-turner) to go alongside the digital campaign that captures the story in an offline platform. In ten different languages no less. And a percentage of the proceeds from each $18.95 book sale go straight to charity. It’s a cute idea, and whilst the marketer in me thinks the book reads like a slightly more engaging version of the kidswear fall catalogue, essentially it’s a well-presented children’s story book that just so happens to dress all its characters in Ralph Lauren.
Because the production values are so strong, the video is highly watchable and I should imagine any Moms logging on do watch it in its entirety and that the click-through rate to the online store is high. It beautifully captures the brand values and presents them in a way that Moms can relate to – a visual representation of child-like imagination.
So to return to Ralph’s principle, The RL Gang sees the brand staying true to its guiding light. If it were just about the clothes, the brand could simply post a digital catalogue online. Ultimately, Moms hope for and dream of the very best for their kids, and The RL Gang has brought this to life perfectly.
A cute branding discovery this morning: Digital marketing consultancy Mate‘s online brand personality test (brought to my attention my @GWoffer). Amazingly, by your selection of 5 brands from the presentation of 5 pairs of brands (Adidas/Nike; Apple/Google; Coca-Cola/Pepsi; Burger King/McDonald’s; American Express/Visa), Mate can find out a little bit about you.
Mate is the digital outfit of Dutchman Ruud Verdellen (the genius who has garnered ‘absolutelegend’ as his personalized Facebook URL), and while both him and Mate were new names to me until this morning, this little device has already enticed me to their services. The kooky functionality of the simple website makes it high impact (but presumably low cost) with cute little features like a random facts and random questions generator on the homepage, presenting the appearance of a consultant(cy) genuinely interested in questioning the world around them. Essentially implying that Mate is more than just another digital consultancy. And proof you don’t need a whizz-bang website to say so.
Anyhoo, my results came out pretty accurately. Fair enough I’m not dating Johnny Depp, and most people will have been seen with a Mojito in their hand at some stage, but the personality bit, the favoured car, and the fact I am heading off to Cape Town in 3 weeks might be more than just coincidence.
Take the test yourself and see how you fare.