Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Meredith Wylie

Rag-O-Rama and The Salvation Army join together for Spring Cleaning

According to Brand Bastion Incorporated, the role of social media in retail marketing has massively increased over the last 10 years. In an article, they found that social media drives more retail traffic than any other channel while building and maintaining brand reputation, while acquiring and maintaining consumers (Brand Bastion, 2014). Based on this information, our team created a social media campaign for our client Rag-O-Rama.

Team Rag-O-Rama from left — Meredith Wylie, Reagan Canaday, Justin Gamble and Sophia Borghese

Team Rag-O-Rama from left — Meredith Wylie, Reagan Canaday, Justin Gamble and Sophia Borghese

Our client’s goal is to increase engagement among social media platforms. In order to create a clearer vision for the campaign, we construct the objective to increase posts of original user-generated content on social media platforms by 40% in 3 months. This gave us a clear and measurable time frame in order to create the most successful campaign. In order to achieve the goal and objective we created the “Spring Cleaning with The Salvation Army”. Over three months, Our client Rag-O-Rama will work with The Salvation Army to collect clothing in their store. Whatever cannot be bought back for money or store credit, they will ask consumers to donate them to the salvation army in return for 10% off their next purchase.

The campaign will utilize the top three social media platforms: Instagram, Twitter, and Facebook. Through this campaign we will use Instagram in order to drive sales by posting retail items and available merchandise. Through twitter, the goal is to create personal relationships with our clients and create positive relationships with consumers. Lastly, our campaign will use Facebook in order to gain reach, give information to consumers. and promote the campaign through ads.

 

Campaign Proposal Presentation:

Reference:

Brand Bastion Incorporated (2014).  Risks and Benefits of Social Media to Retailers.

(April 25, 2016). Retrieved from: https://www.brandbastion.com/risks-and-benefits-of-social-media-to-retailers

 

Urban Outfitters is Offensive Once Again

Meredith Wylie

#SocialFail

#ouj4530

 

Back in the 1970’s, we were in time of the Vietnam War. In a speech given by President Nixon on April 30, 1970, he told the country how they needed 150,000 more soldiers because the United States was going to invade Cambodia. With the main focus of interest for soldiers being young people, this announcement caused outbreaks around the country for all young people.

Right here in Ohio, Kent State University was extremely upset with the Presidents announcement and made it known. During this riot, student threw fire at the ROTC building in attempt to make a statement of their anger of the war and drafting more people.

In result of these riots being held on Kent State’s campus, the National Guard was sent in to help the riots stop. On May 4, 1970, the National Guard stepped foot on Kent States campus trying to tame the angry students. In result of the National Guard’s presence, there was shooting that began to fire. In results of firing their guns, four students were killed and nine were wounded. The shootings then escalated the countries anger, causing hundreds of colleges around the country to close.

A little less than a year ago, the popular clothing store Urban Outfitters designed a sweatshirt to pay tribute to this tragedy. They designed a sweatshirt that had a logo of Kent State University with a blood red tint, and then in one of the upper shoulders, there are bloody splatters and holes that look like bullet holes. This sweatshirt ran for $129.00 and was blasted everywhere. They were advertising this sweatshirt as if they would think people were going to buy this piece of apparel. This was not the first time that the company has designed controversial clothing. They had previously also designed clothing that was offensive to people. For example: they designed a shirt with a tribute to the Holocaust and Hitler, pro-alcoholic clothing, as well as a shirt that said ‘Eat Less’.

Urban Outfitters ‘claimed’ after the fact of the sweatshirt coming out that this was not their intention at all and they don’t understand why people would think that. For this reason, this was a complete social fail. I don’t know the intentions that Urban Outfitters had when they decided to design this sweatshirt. This was a complete offensive and backfired to the company completely. Overnight, hundreds of tweets, articles, and videos came out about how this was very inappropriate. Kent State University released a statement saying how offensive and hurtful this was to advertise there past pain like this for money. Urban Outfitters released statement saying they are very sorry and they had no intention of relating this back to the tragedy back on May 4, 1970.

Kent State Blood Splattered Sweatshirt Accessed from Gawker.com

In order for this to have gone better for Urban Outfitters, they should not have designed this sweatshirt the way that they did at all, maybe not have designed it at all. The only way that this situation could have gone better were if they were to design a sweatshirt with the Kent State University logo and came out with how this is going back to the University for the loss of the four students back in 1970. It could have been a tribute sweatshirt, without all of the violence that was incorporated into the design. As a consumer at this store, it is very disappointing to hear the kind of clothing that they design and that they are not stopping considering the backlash it keeps giving the company. I am unsure if their intentions of designing this type of clothing is to get people talking about their company to spark interest in other lines that they have, or if they genuinely do not care about the general public and their opinions about their company as a whole.

 

References

 

Rothman, L. (2014, September 15). Why a Kent State sweatshirt at Urban Outfitters is causing an uproar. Retrieved February 11, 2016, from http://time.com/3377949/urban-outfitters-kent-state/

 

Kent State Incident. (n.d.). Retrieved February 11, 2016, from http://www.history.com/topics/vietnam-war/kent-state

 

Short, K. (2014, September 15). Urban Outfitters Hits New Low With Faux Blood-Stained Kent State Sweatshirt. Retrieved February 11, 2016, from http://www.huffingtonpost.com/2014/09/15/urban-outfitters-kent-state_n_5821978.html

 

Ciambriello, R. (2014, September 15). Urban Outfitters Just Hit a New Low by Selling Bloody Kent State Sweatshirt. Retrieved February 11, 2016, from http://www.adweek.com/adfreak/urban-outfitters-just-hit-new-low-selling-bloody-kent-state-sweatshirt-160133

 

Brody, B. (2014, September 15). With Kent State Shirt, Did Urban Outfitters Finally Go Too Far? Retrieved February 11, 2016, from http://adage.com/article/cmo-strategy/urban-outfitters-blood-stained-kent-state-shirt-raises-ire/294986/

#DefyLabels by Mini Cooper

Meredith Wylie

#SocialWin

Coming out just days before the Super Bowl 50, Mini Cooper released their ad campaign of ‘Defy Labels”, #DefyLabels. The Mini Cooper cooperation knows about their stereotype of their brand and someone that may drive their cars. Some of those stereotypes include: “it’s a gay car”, “this is a small mans car”, and it’s a “cute vehicle”. Mini Cooper has come out and said they want to squash all the stereotypes about not only their car, but stereotypes in general.

Wanting to speak volumes, Mini Cooper hired famous moguls from all over the board of entertainment and sport figures. Serena Williams, Abby Wambach, Randy Johnson, Harvey Keitel, Tony Hawk, T-Pain, Michai Stephens, and Michael Whinnet were the stars of this commercial, speaking about defying labels about a car that expresses real stereotypes that happen throughout daily life. They each had the spokesperson talk about a point that is related to the car, but also is related to their profession of how they label themselves. For example, T-Pain was standing on inside the car and said, “This car isn’t hip-hop”, since he is a hip-hop mogul. To have such a large group of different kinds of public eyed people, it enriches a larger group that they are trying to tap into to buy their product.

This campaign #DefyLabels is a social win. This campaign was unexpected for a car commercial. It took people by surprise that the company came right out and said what people say about their cars. Not only do they have the commercial, but also they interviewed some of the people that were featured in this commercial about some of the labels that they have been given. They touch base on what has been said about them and how they have let those things go and why they like the Mini Cooper car brand. This is another reason why this is a social win. They have taken an extra step in interviewing the stars of the campaign and why they want to squash all stereotypes. This social win I could see lead into other big organizations who support the ending of stereotypes and pairing up with them to help end the fight of this ongoing issue.

For a car company, this is a really different and bold move. Most car companies have been around for years and have built up a reputation for their customer base on which they like to stand by and not change. With mini, this is not the case, they want to come out and be a representative car for anyone in the world. A spokesperson for the Mini Cooper brand describes this campaign launch as a new era of the Mini Cooper cars, as a company they have grown up and want to show that they are ending all of the stereotypes that have been given to them over the years. Another reason why it is a social win is because of the wording that was used throughout the campaign, they did not hold back when it came to labeling the stereotypes. Coming out and saying that they know it’s labeled as a “gay car”, or that is made for “short men”, and that it’s not a “fast car”. They came out without holding back and that is why this is a successful campaign that is going to make a large difference in the sales of their cars.

In order to make this a more successful campaign, I think that they should have teamed up with an organization that supports anti-bullying. I believe that stereotypes are in relation to bullying, and Mini Cooper could have started a revolution with an anti-bullying campaign. Although earlier I stated this could be the next step in their campaign, I feel that this could have been apart of the opening of the #DefyLabels campaign.

References

Addady, M. (2016, February 08). Serena Williams Tackles Cruel Labels in MINI Super Bowl Ad Campaign. Retrieved February 08, 2016, from http://fortune.com/2016/02/02/defy-labels-mini/

Scott, J. (2016, February 03). The Daily Spin. Retrieved February 08, 2016, from http://www.tennis.com/photos-video/2016/02/watch-serena-williams-stars-minis-super-bowl-50-ad/57507/#.VrjwRJMrKt9

 50 Years of Motoring. (n.d.). Retrieved February 08, 2016, from http://www.miniusa.com/content/miniusa/en/why-mini/why-mini/over-50-years-of-motoring.html

 Zeigler, C. (2016, February 05). Watch Abby Wambach show off a ‘gay car’ in new Super Bowl commercial. Retrieved February 08, 2016, from http://www.outsports.com/2016/2/5/10923424/abby-wambach-super-bowl-commercial-mini

Schultz, E. (2016, January 18). Mini Puts Six Celebs in Super Bowl Ad, Including Abby ‘Forget Me’ Wambach. Retrieved February 08, 2016, from http://adage.com/article/special-report-super-bowl/mini-puts-celebs-super-bowl-ad/302185/

Boeriu, H. (2016, February 01). MINI USA is unveiling its 2016 Super Bowl 30-second spot. Retrieved February 08, 2016, from http://www.bmwblog.com/2016/02/01/mini-usa-is-unveiling-its-2016-super-bowl-30-second-spot/

Defy Labels. (n.d.). Retrieved February 08, 2016, from http://www.miniusa.com/content/miniusa/en/why-mini/programs-and-events/defy-labels.html