When it comes to digital media, forget the “one size fits all” approach.
Rachel Tipograph, global director, digital & social media at Gap Inc., who spoke on “Lo-Fi Brand Marketing,” told attendees that approach doesn’t work anymore.
“Multiple touches with consumers are what drives engagement,” she said.
Tipograph spoke about how consumer behavior has changed, and that pre-2011 the social Web was about what someone thought or was doing. Post-2011, the social Web is now about “visualizing how you want the world to see you and how you want to see the world.”
That has Gap spending a lot of time thinking about content, which it views as the “currency to the mobile social Web.”
Gap’s digital expert also noted that the shelf life at different sites is relatively short — just two hours on Twitter, two days on Vine and seven hours on Facebook. Shelf life is longer on YouTube at five days, and one week on Pinterest. At Tumblr, it’s forever, Tipograph said.
All that means a different approach is required for outreach on each format, hence the conclusion that the “one size fits all” approach no longer applies in advertising.
Tipograph noted that the company has shifted from traditional advertising, or what is called hi-fi, that is expensive to produce but is used for all channels, to one where it creates multiple forms of content used for individual networks, called lo-fi.
“Lo-fi is content designed for individual networks. Most of the time it is created via an iPhone,” she said.
As for customer engagement, Tipograph noted, “Our lo-fi content is 70 percent better in the social channels than our hi-fi engagement.”
But how do you monetize lo-fi content?
Gap in June launched Styld.by, where each week bloggers at different sites are sent Gap’s best product and told to style and photograph the product in any way they want. The only requirement is a job script code to create, in effect, an online catalogue. Tipograph said the company saw a 40 percent increase in Gap’s association with fashion and style and, even better, strong conversion rates from that content. In-store Styld.by events drove traffic up 24 percent, and there was a 15 percent lift in the conversion rate.
In creating content and noting that the shelf life is very short, often multiple pieces of content are produced. That’s so different visuals can be used for each network for different regions. A campaign may entail 250 pieces of content, with up to 30 pieces flowing each week over a three-month period.
Campaigns also are done with leveraging in mind, such as an advertising campaign on television that also includes a social media carryover on Twitter. In that example, Twitter is treated like a “phantom network.”
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion