Purveyor of chinos and smart cardigans, Banana Republic, is launching their global spring campaign inspired by one word: love. To drive the message home, this February, the company will be playing matchmaker with Match.com, hosting in-store after hours mixers.
Taking place in major cities including New York, Los Angeles, San Francisco and Chicago, singles will mingle amongst the racks, enjoying cocktails, discounts and a free Billy Joel CD to boot. While the collaboration is part of Match.com’s Stir program, (so only members can attend) it fits quite nicely in with Banana Republic’s overall campaign to shore up affinity for the brand amongst a new audience.
One strategy is reaching out to Match.com users, another is using social media and the popularity of bloggers to their advantage. They have collaborated with popular lifestyle and fashion blogger Joy D. Cho of Oh Joy! to recreate her first date with her husband, all in BR clothing of course. The photos were then posted on the retailer’s Facebook, Twitter and Instagram. Says Catherine Sadler, Banana Republic’s Global Chief Marketing Officer:
The Love campaign reflects our passion for celebrating our customers’ most meaningful moments – both large and small…and the use of an influential blogger enables us to extend our content and reach.
Banana Republic is also inviting customer participation, asking its fans to post their own images of hearts to Twitter or Instagram using the hashtag #BRlove, with a chance to be featured on their Facebook Valentine’s Day Album. Sadler says:
We’re really interested in adding dimension to our conversation with our customer and telling deeper stories. That is very much a focus of 2013, to be able to engage with our customers at a deeper, more dimensional level, and to be able to create content that showcases our product.
With the mixers, social media participation and the universally appreciated theme of love, Banana Republic is bringing the personal to the forefront to create a connection between fuzzy warm feelings and fuzzy warm angora sweaters appropriate for work.
The campaign launched on the 7th of February.