Rather than choosing to tell its brand story on a visual platform like Facebook, Pinterest, Twitter or Instagram, Clarks opted for a WhatsApp marketing campaign. The brand initiative tells the story of how the Desert Boot came to be. Taking advantage of all WhatsApp has to offer, the story is told through videos, text, pictures and playlists.
The tale begins way back in the 1960s in Cairo and takes app users through a journey through time to see how these shoes became such an integral part of pop culture. To keep it interesting, the different segments are told though the eyes of characters like "the enraged," "the rudeboys" and "the mods."
In order to see all in action, users need add Clarks' WhatsApp contact number to their mobile app, providing instant updates for when new content is released.
Retrospective Footwear Campaigns
Clarks' WhatsApp Marketing Campaign Shares Brand History
Trend Themes
1. Whatsapp Marketing Campaigns - Businesses can explore using WhatsApp as a unique platform for storytelling and engaging with consumers.
2. Brand History Campaigns - Creating campaigns that highlight a brand's history can resonate with consumers and build brand loyalty.
3. Interactive Content Experiences - Utilizing various multimedia elements like videos, pictures, and playlists can provide a more immersive and engaging experience for consumers.
Industry Implications
1. Footwear Industry - Footwear brands can leverage WhatsApp campaigns to share origin stories and connect with customers on a more personal level.
2. Marketing and Advertising Industry - Marketing agencies can explore new innovative approaches like using WhatsApp as a storytelling platform to create impactful campaigns.
3. Mobile App Development Industry - Developers can create unique features and functionalities for WhatsApp campaigns, enhancing user experiences and engagement.