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Who I Am, Not What I Have
Providing tools for status-seekers
Kara Melchers
Managing Editor, BITE Creativebrief
Whatâs your current status update? Before Facebook came along the word âstatusâ was solely defined as oneâs relative social or professional position. Nowadays it can be anything thatâs on your mind. Still, every time we post into the little box at the top of our Facebook feed weâre essentially defining our place within society.
In affluent culture, status is one of the primar y drivers of consumer behaviour. Itâs not about oneâs possessions; Gen Z and Millennials deal in âsocial currency,â placing more importance on the experiences they have and the people theyâre connected to. Advanced mobile technology makes it possible to update your followers from pretty much anywhere in the world. These days if a moment isnât captured on camera, itâs almost like it didnât happen. Live streaming site YouNow is a new platform for budding performers to broadcast themselves to a global audience.
Members can pay to interact with their favourite personalities in real-time. Musicians can collaborate with fans on new lyrics, or sing personalised songs. This interaction is what sets YouNow apart from other live streaming services. It appeals to a generation who want to feel connected. Young people want the tools and opportunity to show off their own creativity and grow their cultural currency. For brands to connect with this ambitious customer, they must put their own egos aside and find new ways to put them in the spotlight.
Read on for examplesâŠ
Topman Connects Through Co-Creation
Topman have invested heavily into understanding their audience.
Mainstream young guys are interested in content that entertains them and taps into existing conversations. They want brands to acknowledge their creativity, not share niche fashion content they canât relate to.
TopmanTV aims to publish content that isnât just reporting on youth culture, but creating it. #Openshoot established a collaboration between the audience, Topman and vocal artist Ghostpoet.
Young creatives were asked to submit films expressing their ideas, experiences and passions. The videos were then used in the new music video for Ghostpoetâs single: âX Marks the Spotâ.
Last year to promote Nick Grimshawâs collaboration with Topman, and hero a t-shirt inspired by his dog doodles, the fashion brand built a Facebook app allowing users to create their own pet portraits. Each day one winner was chosen to have their drawing printed onto a t-shirt.
Through collaboration Topman have been able to connect with their audience in a way thatâs in tune with their existing attitudes and behaviours.
Agency: Livity, London & Uber, Sheffield
178K+
views of the hero music video
1.4M
Twitter uniques
French Connection #Justcanthelpmyselfie
To launch the new collection, French Connection invited their customers to play the part of stylist, model and photographer for their latest fashion campaign. Using the Regent Street store windows, one of the best outdoor sites in the world, the popular retailer created an activation that would capture the attention of passing shoppers. The campaign invited customers to take selfies in a specially designed in-store booth. The images were then broadcast to the store windows and via social media, where the public could vote for their favourite and crown the king and queen of the selfie.
Agency: Madras, London
Share Your #Mycalvins Story
Representing the intersection of fashion and music, Lara Stone and Justin Bieber shared their #MyCalvins story with 157 million followers. Fans were then encouraged to share their own #MyCalvins images, with the best ones being re-posted on the Calvin Klein homepage. 5.3 million fan impressions appeared within the first six hours of the launch. The same afternoon, Calvin Klein was #1 trending on Twitter in 28 countries. In the 24 hours following the launch Calvin Klein gained 159.2k new social followers.
Agency: Wednesday, London
Beats By Dre Is Straight Outta Compton
To promote the release of Straight Outta Compton, star of the film Dr Dre and Beats headphones used a âmeme generatorâ to attract 4 million fans. The launch of the online tool enabled users to fill in the blank on the âStraight Outta...â and attach a photo to share with followers on Facebook or Twitter. Several celebrities got involved in the campaign including Jennifer Lopez who posted ââStraight Outta The Bronx.ââ
Agency: R/GA London, London & North Kingdom , Stockholm
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