Digiday Marketing Summit. Corinne Crockette. Vow to be Chic
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Digiday Marketing Summit. Corinne Crockette. Vow to be Chic
- 1. Be Nimble
- 2. 2 Hi! Corinne Crockett, Head of Marketing | Executive Team Vow To Be Chic • Brand, Acquisition, Retention Vow To Be Chic • Santa Monica, CA • Ecommerce • First and only company to rent designer bridesmaids dresses Market Size • Wedding Industry $119B
- 3. 3 Be Nimble: Adapting to change in today’s fluid digital ecosystem The “Target Audience” • Customers • Brand Partners • Platforms • Celebrity Endorsers • Employees • Press • Board Members • Investors True to Your Brand Remain Innovative
- 4. 4 Be Nimble: Case Study Influencer • Star of The Bachelorette (8M viewers) • First African American Bachelorette • 900k Instagram followers • The Rachel Dress, Exclusive to Vow To Be Chic, by Monique Lhuillier Bridesmaids • Influencer, Press, Consumers, Vow Stakeholders
- 5. 5 Be Nimble: Case Study Marketing to Different Groups • Shift the story based on the audience • Utilize applicable metrics • Manage expectations • Be flexible in the face of changing dynamics
- 6. 6 Be Nimble: Case Study Influencer • Personal relationship • Emphasize the brand story • Simon Sinek : Start with “Why” • The personal brand • Keep it real
- 7. 7 Be Nimble: Case Study Why Vow • Female Owned and Female Run • Challenge the status quo • "I had so much fun working with the ladies at Vow To Be Chic. I'm all for a company that is both female-founded and helps women with an everyday problem. Experimenting with fashion is one of my favorite things to do and I’m so excited to bring rental to brides everywhere."
- 9. 9 Be Nimble: Case Study Press • Personal relationship • People (3.8M Instagram followers): Wanted to know about the brand and product, not just the celebrity angle • Exclusive content • Make it easy • Promise of more
- 10. 10 Be Nimble: Case Study Consumers • Start with “Why” • Highlight the product • Tell users why they should care • Emphasize what makes this campaign special
- 11. 11
- 12. 12
- 13. 13 Be Nimble: Case Study Vow Stakeholders • Influencer’s target market • Media impressions • Virality • Cost • Leads • Revenue • Conversion Rates • CAC : Net LTV
- 14. 14 Be Nimble: Underlying core concepts and takeaways Be Nimble • Risks and rewards for working in a fast pace environment
- 15. 15 Be Nimble: Underlying core concepts and takeaways Be Nimble • Risks and rewards for working in a fast pace environment • Things you sacrifice for speed
- 16. 16 Be Nimble: Underlying core concepts and takeaways Be Nimble • Risks and rewards for working in a fast pace environment • Things you sacrifice for speed • Help teams adjust to changes in the company
- 17. 17 Be Nimble: Underlying core concepts and takeaways Be Nimble • Risks and rewards for working in a fast pace environment • Things you sacrifice for speed • Help teams adjust to changes in the company • Cultivate specific skills to allow you to thrive in a fast- paced environment
- 18. 18 Be Nimble: Underlying core concepts and takeaways Be Nimble • Risks and rewards for working in a fast pace environment • Things you sacrifice for speed • Help teams adjust to changes in the company • Cultivate specific skills to allow you to thrive in a fast- paced environment • Keep skills sharpened in a digital marketing landscape that changes with new technology and attention spans
Notas del editor
- Startup / been around for just 2 years Showroom in samo but mostly online Wedding industry $119 B Bridesmaids& LWDs $4.8B
- "Crazy," "Fast-paced," "In flux." It's an understatement to say the digital landscape changes at a rapid pace. On top of that, consumers, investors, and employees are all motivated by different stories. As marketing lead, you need to balance competing interests and data points, all while weaving together a cohesive brand narrative. We'll discuss how to be nimble in the face of change and the importance of flexibility when it comes to innovation.
- Background on case study
- What we are learning
- At Rachel Engagement Party Vow To Be Chic Why do you do what you do Why do you get out of bed in the morning Why does your company exist Why would people care? Go from the inside out People buy WHY you do it
- Threw rachel an engagement party (threw Cara a Bridal Shower) Rachel bc no enegagement party in LA Cara bc no bridal shower in NYC
- Talked about the copy of her post and what she really wanted to say about Vow – how did we make it “authentic” Didn’t storyboard every single one of her stories, we had a general idea and came up with things on the fly
- Everyone loves wedding content People had written product focused articles before whereas other outlets just wanted to attend in order to interview celebs Exclusive, behind the scenes Quotes / imagery Promise of more – other celebs we are working with Storyboarded with people but they chose the content
- Everyone loves wedding content People had written product focused articles before whereas other outlets just wanted to attend in order to interview celebs Exclusive, behind the scenes Quotes / imagery Promise of more – other celebs we are working with Storyboarded with people but they chose the content
- Unless it’s angelina jolie or kate middleton, not everyone is going to know who your influencer is Changing the model imagery to editorial pics
- Main CTA is Shop Secondary CTA is Lead capture Took the editorial pics the same day as the party to save time Used lighting that required v minimal retouching (but most had none) Made the main selects on-site, and then did approvals immediately after (in between the party and the after party)
- Board Members, Investors, Executive Team
- Threw rachel an engagement party (threw Cara a Bridal Shower) Rachel bc no enegagement party in LA Cara bc no bridal shower in NYC
- Threw rachel an engagement party (threw Cara a Bridal Shower) Rachel bc no enegagement party in LA Cara bc no bridal shower in NYC
- Threw rachel an engagement party (threw Cara a Bridal Shower) Rachel bc no enegagement party in LA Cara bc no bridal shower in NYC
- Threw rachel an engagement party (threw Cara a Bridal Shower) Rachel bc no enegagement party in LA Cara bc no bridal shower in NYC
- Threw rachel an engagement party (threw Cara a Bridal Shower) Rachel bc no enegagement party in LA Cara bc no bridal shower in NYC