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For when I need more than 140 characters to finish a thought on marketing, media or message.


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Target-Neiman tie-in: Does it hit the spot?

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UPDATE 12-09-2012: A visit to a Fairfax, Va., Target yesterday shows Weinswig may be correct about Target’s poor in-store execution. I went into the store with the Target-Neiman collection in mind but not as part of my primary objective. (“Get kitty litter!) Even so, I saw only a single stand-alone piece of in-store signage related to the collection. My visit was lengthy and covered much of the store’s perimeter, but I never encountered the collection. Even worse: I didn’t see any signage that would have directed me to the collection.

BEGIN ORIGINAL POST: Target-Neiman The Wall Street Journal reports the Target-Neiman Marcus holiday tie-in (#Holiday24) is a disappointment, citing slower sales despite high-powered prime-time advertising and the muscle of social media. (Indeed, this writer learned about the partnership via Foursquare and Twitter before seeing any of the ads on television.) The article then goes on to compare the 50-gift cross-collection with the Missoni Madness of 2011.

But are the analysts comparing apples and oranges?

Reps for both retailers say so, noting their partnership was to created for the duration of the holiday season — not just a one-day sale. And to avoid the resells on eBay and other auction sites — a problem with last year’s Missoni promotion — customers are limited to five of each item.

A report by Deborah Weinswig, the Citibank analyst cited in the WSJ report, was quoted in the Dallas Morning News, laying blame on the disappointing sales on poor in-store execution. Weinswig surmised that based on Twitter chatter, all of the first day’s action was online, and the brick-and-mortars’ inventory could certainly be sold online. Reps for Target told the WSJ the placement of the collection in the back of the store was on purpose, designed with the hopes to increase traffic in other areas of the stores.
 

 
Whether the collection is red-hot online or in-store, the fact is: It’s cute, it’s affordable, and the partners can celebrate the brand awareness the promotion has created for their brands and the designers.

Check out how Target and Neiman promote the collection on their respective websites. No matter the framework, the collection still works, transcending the retailers’ consumer bases.

(Screencaps by J. Barrineau. Sources: Foursquare, Target.com and NeimanMarcus.com. 2012)


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REWIND: J’adore, tu adores: Charlize Theron for Dior’s J’adore

ED’S NOTE: This post was originally published December 2011. It reflects my interest as a marketing student in advertising, search-engine optimization, and viral marketing. No agencies or products are endorsed. The opinions expressed here are mine and in no way reflect the opinions of my employers.

In what is a nice break from the nearly insufferable, panic-inducing holiday ads of the season, EDITED 11-30-2012 Prime-time viewers are getting an eyeful of glamour, thanks to Dior’s J’adore “film” by Jean-Jacques Annaud, that features the always-gorgeous Charlize Theron, and co-stars such greats as Grace Kelly, Marlene Dietrich, and Marilyn Monroe.
 

 
The commercial, which was filmed in the Galerie des Glaces at Versailles, isn’t new; it was released in early September. However, it’s getting airtime this holiday shopping season, as it should, because the spot easily and smartly appeals to both sexes: the women who want to be Charlize Theron, and the husbands and boyfriends who want to be with Charlize Theron.

What caught my attention was the music that propelled the viewer through the couture-show setting: 2009’s Heavy Cross by Gossip — with Beth Ditto‘s punk princess vocals and Brace Paine’s hypnotic bass riff — was compelling enough to make me grab my iPhone and Shazam it. (I have since played this song to death.)

At the time of this writing, this clip on YouTube had 1,211,325 views, 4,404 likes, 84 dislikes, and 474 comments.

From the YouTube comments:

I have a theory, each of the girls represent a perfume:

Grace Kelly (Miss Dior Cherie)
Marlene Dietrich (Hypnotic Poison)
Marilyn Monroe (Dior Addict or J’adore)
Charlize Theron (J’adore obviously)

❤ Dior!
 

~ franzchick66,
YouTube member

 

Nice theory, franzchick66. I can’t afford to smell that good, so I’ll have to take your word.

The subscribers to Dior’s YouTube channel are active and enthusiastic about the “films.” I’ll readily admit that I know nothing about couture, but even so, I still remember Dior’s 2007 smokin’ hot, 30-second “film” that has Charlize striding through a mansion, elegantly disrobing as only she can to Marvin Gaye’s 1978 Funky Space Reincarnation.

And that, kids, is what they call an impression.
 

 
About the Dior Channel
(As of Dec. 13, 2011)

  • Total Upload Views: 3,535,200
  • Joined: Oct. 14, 2005
  • Subscribers: 7,288


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J’adore, tu adores: Charlize Theron’s ad for Dior’s J’adore

ED’S NOTE: This post reflects my interest as a marketing student in advertising, search-engine optimization, and viral marketing. No agencies or products are endorsed. The opinions expressed here are mine and in no way reflect the opinions of my employers.

In what is a nice break from the nearly insufferable, panic-inducing holiday ads of the season, prime-time viewers are getting an eyeful of glamour, thanks to Dior’s J’adore “film” by Jean-Jacques Annaud, that features the always-gorgeous Charlize Theron, and co-stars such greats as Grace Kelly, Marlene Dietrich, and Marilyn Monroe.

The commercial, which was filmed in the Galerie des Glaces at Versailles, isn’t new; it was released in early September. However, it’s getting airtime this holiday shopping season, as it should, because the spot easily and smartly appeals to both sexes: the women who want to be Charlize Theron, and the husbands and boyfriends who want to be with Charlize Theron.

What caught my attention was the music that propelled the viewer through the couture-show setting: 2009’s Heavy Cross by Gossip — with Beth Ditto’s punk princess vocals and Brace Paine’s hypnotic bass riff — was compelling enough to make me grab my iPhone and Shazam it. (I have since played this song to death.)

At the time of this writing, this clip on YouTube had 1,211,325 views, 4,404 likes, 84 dislikes, and 474 comments.

From the YouTube comments:
 

I have a theory, each of the girls represent a perfume:

Grace Kelly (Miss Dior Cherie)
Marlene Dietrich (Hypnotic Poison)
Marilyn Monroe (Dior Addict or J’adore)
Charlize Theron (J’adore obviously)

❤ Dior!

~ franzchick66,
YouTube member

 
Nice theory, franzchick66. I can’t afford to smell that good, so I’ll have to take your word.

The subscribers to Dior’s YouTube channel are active and enthusiastic about the “films.” I’ll readily admit that I know nothing about couture, but even so, I still remember Dior’s 2007 smokin’ hot, 30-second “film” that has Charlize striding through a mansion, elegantly disrobing as only she can to Marvin Gaye’s 1978 Funky Space Reincarnation.

And that, kids, is what they call an impression.
 

 
About the Dior Channel
(As of Dec. 13, 2011)

  • Total Upload Views: 3,535,200
  • Joined: Oct. 14, 2005
  • Subscribers: 7,288


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Lady Gaga and MAC Cosmetics: Viva Glam, Little Monsters!

20110326-084625.jpgSpotted at the mall, Lady G!

Not the real thing, of course. The display featuring the Mighty Aphrodite — Wonder Woman — has been replaced by the 20-something marketing tour de force who is the face of MAC Cosmetics’ Viva Glam campaign, which raises for the MAC AIDS Fund.

According to the MAC website, proceeds from sales of Gaga’s “delicious new nude” Lipstick and Lipglass (that’s right, Lipglass) will go to the fund, which has supported HIV/AIDS programs for the past 17 years.

Founded in 1994, the MAC AIDS Fund has raised more than $202 million.


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Kenny Powers is f-in’ IN March Madness

Tournageddon: Experience March Madness the Kenny Powers wayED’S NOTEThis post reflects my interest in advertising as a marketing student. It does not endorse any product, services or agency. The opinions expressed here are mine and in no way reflect the opinions of my employers.

Kenny Powers is back hawking K-Swiss Tubes during the sweat-soaked, beer-stained, testosterone-fueled insanity that is March Madness.

Yes, this news is about as fresh as a towel on a locker room floor  — I have to admit that I had forgotten about our loveable anti-hero and his side job for K-Swiss (NASDAQ: KSWS). Even so, I want to quickly examine  the most recent leg of the campaign I wrote about last summer. “Tournageddon” is a balls-to-the-wall social-media push that starts on Facebook and ends up on Yahoo Fantasy Sports.

Fans can submit their picks, pore over team analyses, get recaps filled with Kenny’s insights and — ultimately — they can spend more times him and his Tubes. And when fans are done killing time mourning their busted brackets, they can download the Muscle Machine app from iTunes or let Kenny manage their Facebook page with the Workout Wingman app. The idea behind the Wingman app is you’ll be “training in K-SWISS Tubes like a true frickin’ champion” instead of Facebooking (fat chance) and Kenny will answer your friends’ posts (“You’re f-in’ OUT, MOM!”).

Since I last wrote about Kenny Powers and Tubes, the Tubes site has been overhauled with a very masculine red and black theme. Very fiery. Powerful. Like Hell. Makes me want to go buy some Axe body wash or something. Lame jokes aside, it’s a very comprehensive e-commerce portal: Shoppers can customize a pair of Tubes, watch the very funny advertising spots featuring Patrick Willis and Jeremy Shockey, connect with Kenny on Facebook and Yahoo, and even order season one of Eastbound & Down, the critically acclaimed six episodes that introduced us to a foul-mouthed has-been ballplayer that somehow stole our hearts.

I think what I appreciate most about the Tubes campaign is how all the copy maintains Kenny’s voice, such as it is outside of the HBO series, while promoting the athletic shoes. It’s unlikely actor/Kenny creator Danny McBride was available to whip up copy for 72andSunny, the agency behind the Tubes campaign, so props to the writers for keeping Kenny real and an appropriate PG-13. He’s still a crass buffoon, even when he’s not dropping the f-bomb after every third utterance.

Finally, here’s Kenny in the spot “Gravity,” featuring New Orleans tight end Jeremy Shockey. I had planned to post this a long time ago, but I couldn’t find it and then I eventually lost interest. Perhaps the lackluster second season of Eastbound & Down played a role in my forgetfulness.

 

 


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Keira Knightley’s Chanel Coco Madamoiselle ad

The lovely-but-severely-undernourished Keira Knightley sort-of sells Chanel Coco Madamoiselle in this super-slick advertising mini-film that is complete with streets without traffic, sexy motorcycles and hot photographers.

The spot is directed by Joe Wright, who worked with Knightley on Atonement and Pride & Prejudice.