Always a leader in style Tory Burch has recently launched a promotional video on YouTube and her blog that is pure brilliance. Tory Burch says their bow-blouse is a fall must-have, and a Tory Signature. This unique piece of clothing can be tied three ways and the YouTube video asks the simple question:
Playing on the familiar slogan associated with the best-selling cookie of the 20th century, ”How do you eat your Oreos?” Tory Burch’s campaign tugs at the heartstrings of the memories of days gone by. Who doesn’t remember a time when it seemed that things moved much more slowly? Sitting on your porch, or on a dock, on a park bench or under a tree on the schoolyard, having this same conversation with a close friend, a sibling maybe, or your mom or dad. It’s that connection to a memory of the past that makes the Tory Burch video so memorable and makes it something you want to comment on or share. In a nutshell, that is great marketing.
The tools we have at our fingertips today, Twitter, YouTube, Facebook and the like simply allow us to share our message with the masses more easily. However, the lesson today is not that, the lesson today is that the message must still be a notable one or the tools digital marketing has granted us will be of little use.
As Scott Stratten so eloquently put it, “People don’t spread ‘meh’, they spread awesome!” and he couldn’t be more right. As soon as I saw the Tory Burch video I wanted to share it with other fellow fashion lovers that I know and I wanted to do so for two reasons the first because it is a gorgeous piece of clothing of course, but second and more importantly it struck a memory for me and I know it will for many, actually it already has, over 120 Facebook Likes and 17 people stopped to comment, not bad considering it has only been posted for a couple of days.
This is how we need to think of marketing messages and the messages we send out to the world via the various social media outlets. When you are thinking of how you will spread the word about your business try to think of who your audience is and speak to them in their language, remind them of their past, target their emotions, either happy or sad memories will do, both will grab their attention.
My guess is Tory Burch’s clients are of a very similar demographic to those in the design trade. Take the lead from Tory and create your own awesome message that people want to spread and if you are successful at making something that’s share-worthy let social media be your modern day tin-can telephone to spread it on.
And just in case you were wondering, I like mine twisted apart, I eat the filling first. So…..How do you like your Oreos?
If you want to follow Tory on Twitter click for her profile.