The Toni & Guy 'Blogged and Bound' Campaign Uses Online Personas
Courtney Scharf — June 12, 2012 — Pop Culture
This YouTube spread 'Blogged and Bound' campaign by Toni & Guy harnesses the influential power of Australian fashion bloggers to promote the brand's products.
Giving these bloggers an even greater chance to be heard, the videos feature a number of personalities explaining why they love what they do and how styling and hair plays into their content. Serene to watch and clearly directed at a female audience, this is a clever approach to promotion because followers of these blogs likely have a personal and less corporate connection to these online personalities. By working with more low-profile, yet distinguished celebrities, the company is able to bring an understated but chic vibe to their brand. In addition the cultural connection solidified by this campaign, the videos also strengthen the tie between fashion and hair as complementary industries.
Beautiful, soft and carefully created, this campaign is destined for success.
Giving these bloggers an even greater chance to be heard, the videos feature a number of personalities explaining why they love what they do and how styling and hair plays into their content. Serene to watch and clearly directed at a female audience, this is a clever approach to promotion because followers of these blogs likely have a personal and less corporate connection to these online personalities. By working with more low-profile, yet distinguished celebrities, the company is able to bring an understated but chic vibe to their brand. In addition the cultural connection solidified by this campaign, the videos also strengthen the tie between fashion and hair as complementary industries.
Beautiful, soft and carefully created, this campaign is destined for success.
Trend Themes
1. Fashion Blogger Collaborations - Expanding collaboration opportunities with fashion bloggers can generate influential endorsements for brands.
2. Personalized Marketing - Using online personas to create a personal and less corporate connection with consumers can lead to successful promotion.
3. Emphasizing Cultural Connections - Strengthening cultural connections through endorsements can enhance brand image and appeal to target audiences.
Industry Implications
1. Fashion Industry - Fashion brands can capitalize on influencer endorsements and strengthen their market position through collaborations with fashion bloggers.
2. Beauty Industry - Beauty brands can explore partnerships with fashion bloggers to promote their hair styling products and create a complementary connection between fashion and hair industries.
3. Digital Marketing Industry - Digital marketing agencies can offer personalized marketing strategies to brands, leveraging online personas of influencers for effective promotion.
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