5 Gum and Free People: Responses to Dana's Questions
8:11 PM |
| Image via: http://gigi-reviews.blogspot.com/2010/04/wrigleys-5-gum-react-fruit.html |
1. 5 Gum appears to primarily target teens and young adults. This is based on teen sensation Austin Mahone’s involvement as a spokesperson, along with the #5TruthorDare campaign—a take on the classic teen game “truth or dare”—and a partnership with the show Teen Wolf (Facebook, 2014).
Though the brand is active on Facebook and Twitter, 5
Gum might further increase brand recognition and awareness by better utilizing
mobile, as well as networks such as Instagram and/or Snapchat.
Instagram and Snapchat are not only popular among
the brand’s target demographic, but might be useful tools for recording and
sharing Truths and Dares as part of #5TruthorDare. Unlike Snapchat, which is
exclusively for mobile use, Instagram is a mobile app that can be used on the
web, which may allow for smoother integration across 5 Gum’s platforms. As
Kerpen points out (2011, p. 64), “Companies that can foster communication, not
only between organization and consumer, but also between consumer and consumer,
will reap the greatest benefits of the most connected world we’ve ever had.” Incorporating
mobile channels may benefit 5 Gum and its fans, by creating more opportunities
for consumers to communicate amongst themselves about the brand.
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| Image via: http://www.xojane.com/issues/free-people-ballet-ad |
This past spring, the brand launched a campaign to
promote its new “Movement” line. The line is geared toward dancers, yoga enthusiasts,
and others who want form-fitting, stylish activewear. In May, Free People
released a YouTube video in which a young woman danced and
discussed her dance background. Unfortunately, it was glaringly obvious to
trained dancers that the model in the video had poor technique. The model was
apparently the face of the entire campaign, appearing in ads and photos on the
company’s website.
After the subsequent uproar in the dance community spread across
social media, Free People replaced the model with professional dancers.
For a better chance of success, Free People should
have hired a trained dancer who may have been virtually unknown to the public, but had a
strong following within the dance community. As a trained dancer, I can attest
to the kind of fierce loyalty dance fans have for their favorites, as well as
the passion they have for the art form. Hiring a well-known professional dancer
could have helped Free People gain credibility among this group, potentially
leading to increased brand awareness and sales. This exemplifies the importance
of connecting with influencers. If the brand had won the support of a respected
dancer—one whose influence is similar to that of Robert Scoble (Schaefer, 2012,
p. 26-29)—Free People’s campaign might have yielded better results from the
beginning.
References:
Gum. (n.d.). Retrieved September 20, 2014, from https://www.facebook.com/5Gum/timeline
Ciambriello, R. (2014, May 15). Trained Dancers Are Completely Appalled by This Ballet Ad for Free People Clothing | Adweek. Retrieved September 20, 2014, from http://www.adweek.com/adfreak/trained-dancers-are-completely-appalled-ballet-ad-free-people-clothing-157682
Free People. (2014, May 12). Free People Presents: FP Movement Ballet - YouTube. Retrieved September 20, 2014, from http://www.youtube.com/watch?v=Ait1hWgXVGo
Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on facebook (& other social networks). New York: McGraw-Hill.
Schaefer, M. (2012). Return on influence: The revolutionary power of Klout, social scoring, and influence marketing. New York: McGraw-Hill.
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