At a fundamental level this piece of content fails because it confuses getting attention for 'marketing' which is what you're supposed to do once you have someone's attention. This post lists 3 things that apparently make this a good piece of marketing, but all 3 are evidence that is bad marketing. Indeed points 1 and 3 contradict themselves - apparently it's jumping on a trend but also not trying to make use of a trend. Either way, "jumping on a trend" is only helpful if that trend helps to talk about your brand, which this does not. Instead it just smacks of desperation for relevance. (Dear marketers, this is not how you do marketing)
Why did Reiss get this so right? 1) cultural relevance: jumping on a trend that is having its peak moment on social. People are not board of the song, it’s not too early and not too late. 2) creativity: a perfectly simple execution of the dancers doing their thing outside a Reiss store with the iconic Reiss bag front and centre. No explicit product push or copy to distract us from the entertainment. No studio production. 3) brand fit: a great example of not trying to engineer a trend to make it work for the brand. This content screams Reiss - the gilet, the song, the location. It’s clear Reiss know themselves and their audience very well. Huge congrats to Adam Field and his team at Reiss - examples like this are hard to find!! We want more ✊🏼
Dan Taylor
6mo
Say nothing of the spelling error. “…are not board of the song,”
Head of Marketing, Commercial Banking at HSBC UK
6mo😁 spoken like a man in ‘finance’, who wears gilets.