Social Media Advertising/PR
Using Instagram, there was a specific brand I remember seeing everywhere about a year or two ago. Hundreds of college aged girls I follow were posting pictures of them either in underwear, posed holding the brand someway, or something aesthetically pleasing that sported the tiny brown branded bag. The pictures were always tasteful and even trendy at the time. It's almost like women were capturing better pictures of them holding this little brown bag, than even a lot of their previous posts that were just images of their life. If you happen to be a frequest Insta user like myself, you probably remember some of your follows posting about Bootaybag.
https://bootaybag.com/
https://www.instagram.com/explore/tags/bootaybag/?hl=en
https://www.instagram.com/bootaybag_/?hl=en
I attached the page itself, the tag that women use for the posts, and the Instagram page itself so you can get a feel for this brand, if you wish.
From the way I see it, this brand targeted an audience that listened and shared, such as described in Seth Godin's Spreading Good Ideas TED talk. The brand knows teenage and college aged girls care about how underwear looks. Speaking from college girl experience, the Victoria's Secret 5 for $25 bins sometimes isn't hitting the jackpot.
It also helps we are a big consuming generation of free shipping, cheap, fun, product subscriptions such as Birch Box, Ipsy, Bark Box, and Bootaybag. Consistent ad's over social media along with coupons that offer deals such as 'Get your first box on us!', 'Refer a friend and get 1 box free', or my personal favorite two words, 'Free Shipping'. I believe what draws us into these type of products is convenience, variety, quality, and the price. Why go out and buy new makeup products that may not even match my hair type or skin tone, when I can get a little box tailored to me and my needs with multiple samples for only $10 a month?
The second aspect of getting consumers with these fun, monthly gifts ties back to social media. Get a makeup box, do a few reviews on the companies Facebook page in exchange points are earned which can be used to eventually get more product. The more you review, plus the more points you receive, equaling more product for you, and more clout for the brand. Next thing you know, you're telling your friends about all the cool products you got for only $10 a month and than you're sharing your coupon code which gets you both a free product of choice when they sign up. Now you and your friend(s) are committed to this monthly service of products delivered right to your front door.
Bootybag is the same type of deal. What made them big a year back was they would give out free underwear in exchange for a social media post tagging them and representing their signature brown little bag. Once they saw how fast this took off, they started donating and giving back. As the website even states on the homepage, 'We give back!' For every hashtag #undermatters, it seems they donate $1 of their either $7 or $12 monthly sale, back to one of the charities they partner with. A cute pair of underwear tailored to me, delivered to my door and it helps out those in need? I can clearly see why this company has been successful as a brand.
The one thing I think would be a nice touch to these subscription boxes/bags that I have not yet seen, (who knows MAYBE it's already out there) is rewarding those who have subscribed. Of course, if you do the yearly subscription that pulls a larger accumulated amount vs. the monthly small fee of $7-$20 typically, your prize would be getting a better deal and saving a few bucks because you enrolled in a longer contract. Don't get me wrong, that is a good deal for those people who think they will love and commit to a brand along with their product that long, but what about the people on the fence? Say a person signs up for a few months and next thing they know it's been six months or maybe they've even hit that year mark without even noticing. Why not reward a free product for their loyalty? The same goes for the people who do choose to commit for the year long subscriptions. Don't enclose they're going to get this awesome product, just reward it. Just as a brand would for exchanging clout with points or smaller free products. Reward loyalty. That one maybe even limited edition product, may get the word out just enough and people will want to commit to the brand for more than a few months.
https://bootaybag.com/
https://www.instagram.com/explore/tags/bootaybag/?hl=en
https://www.instagram.com/bootaybag_/?hl=en
I attached the page itself, the tag that women use for the posts, and the Instagram page itself so you can get a feel for this brand, if you wish.
From the way I see it, this brand targeted an audience that listened and shared, such as described in Seth Godin's Spreading Good Ideas TED talk. The brand knows teenage and college aged girls care about how underwear looks. Speaking from college girl experience, the Victoria's Secret 5 for $25 bins sometimes isn't hitting the jackpot.
It also helps we are a big consuming generation of free shipping, cheap, fun, product subscriptions such as Birch Box, Ipsy, Bark Box, and Bootaybag. Consistent ad's over social media along with coupons that offer deals such as 'Get your first box on us!', 'Refer a friend and get 1 box free', or my personal favorite two words, 'Free Shipping'. I believe what draws us into these type of products is convenience, variety, quality, and the price. Why go out and buy new makeup products that may not even match my hair type or skin tone, when I can get a little box tailored to me and my needs with multiple samples for only $10 a month?
The second aspect of getting consumers with these fun, monthly gifts ties back to social media. Get a makeup box, do a few reviews on the companies Facebook page in exchange points are earned which can be used to eventually get more product. The more you review, plus the more points you receive, equaling more product for you, and more clout for the brand. Next thing you know, you're telling your friends about all the cool products you got for only $10 a month and than you're sharing your coupon code which gets you both a free product of choice when they sign up. Now you and your friend(s) are committed to this monthly service of products delivered right to your front door.
Bootybag is the same type of deal. What made them big a year back was they would give out free underwear in exchange for a social media post tagging them and representing their signature brown little bag. Once they saw how fast this took off, they started donating and giving back. As the website even states on the homepage, 'We give back!' For every hashtag #undermatters, it seems they donate $1 of their either $7 or $12 monthly sale, back to one of the charities they partner with. A cute pair of underwear tailored to me, delivered to my door and it helps out those in need? I can clearly see why this company has been successful as a brand.
The one thing I think would be a nice touch to these subscription boxes/bags that I have not yet seen, (who knows MAYBE it's already out there) is rewarding those who have subscribed. Of course, if you do the yearly subscription that pulls a larger accumulated amount vs. the monthly small fee of $7-$20 typically, your prize would be getting a better deal and saving a few bucks because you enrolled in a longer contract. Don't get me wrong, that is a good deal for those people who think they will love and commit to a brand along with their product that long, but what about the people on the fence? Say a person signs up for a few months and next thing they know it's been six months or maybe they've even hit that year mark without even noticing. Why not reward a free product for their loyalty? The same goes for the people who do choose to commit for the year long subscriptions. Don't enclose they're going to get this awesome product, just reward it. Just as a brand would for exchanging clout with points or smaller free products. Reward loyalty. That one maybe even limited edition product, may get the word out just enough and people will want to commit to the brand for more than a few months.
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