Definition: Leveraging the power of social media and networking to further a business opportunity and/or create exposure
Social media proves to be a powerful way for brands to connect with consumers. Through advertisements and word of mouth, what is seen on the various social media platforms has a huge impact on the success of a brand and its overall sentiment with the public.
In a recent Adweek article, they discussed how social media played such a role in the rise of ex-reality star Lauren Conrad’s fashion line. Lauren Conrad capitalized on her good girl persona to gain a dynamic following on social media and help her serve as a “all things lovely” and fashion influencer. By staying true to herself and developing such a strong following, she was able to sculpt her brand and create a lucrative partnership with Kohl’s, the home of her limited collection of apparel under her LC Lauren Conrad label.
This new collection had the opportunity to be featured at New York Fashion Week and with Twitter’s live-streaming platform Periscope, Kohl’s and LC were able to develop a unique digital experience for their NYFW debut. By hosting this debut on the Kohl’s site, they gave the consumer a chance to purchase pieces directly from their Twitter feed and increased the traffic on Kohl’s website by well over 600%.
Across Instagram, Twitter, Pinterest and Facebook, the debut of the Kohl’s and LC Lauren Conrad line at NYFW garnered more than 75 million impressions! By being socially superlative, Lauren Conrad managed to grow her brand even more and became a force to be reckoned with!