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How Mike McNamara avoids Closing the ‘voice gap’ in To jump-start America, invest (a
mediocrity America’s workforce lot) in science
Why It Matters
Star power works, but it’s also expensive. Fortunately, your brand
doesn’t need it as much as you think it does.
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On any given day, more than 200 million users will visit one of Instagram’s 25 million business
Here’s how three brands are cutting through the noise without relying too heavily on the
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According to
Instagram, 200
million users visit
at least one
business profile
daily.
Fisher’s own story that consumers are engaging with. In the 12 years since Fisher started her
jewelry line, customers have gotten to know her and her family through social media, Fisher said
during a panel discussion this month at the MIT Sloan Retail and Consumer Goods Conference.
She personally handles the social media outreach for her line, which includes more than 300,000
+
Instagram followers.
The company even switched from using models on its website to photographing Fisher herself to
s
show off the jewelry. Customers want to engage more with her, she said, rather than a celebrity
b
they don’t know.
“That’s where the company has seen growth,” Fisher said. “Getting people to know me; buying
into me. I really can’t fake who I am. I don’t try to make it glossier than what it is. Sometimes the
photos look a little better than I do in person, but it’s the same [person].”
“Consumers are smart,” Meek, who has helmed the century-old shoe brand since 2016, said. “They
don’t just want the stuff — they want value that’s inherent in that stuff.” The company has had
celebrity endorsements, including from Taylor Swift, but as a strategy, celebrity is not in the
budget.
“A lot of money is being spent on influencers and it does work, but it’s a lot of money and we’re
not the kind of brand that has that kind of money — nor do we want to spend it in that way,”
Meek said. Keds has close to 400,000 Instagram followers, and Meek said most of the company’s
The brand strategy is focused on cultivating partnerships with people who share the company’s
values and style, which emphasize creative women. For example, Keds started a small-scale
partnership with a woman who illustrates for her own stationery company.
“We work with entrepreneurs, fashion designers on a small scale, artists, all who have the same
Actress Kristen Bell is a spokeswoman for the sparking water brand, but she was a fan first, +
said
product-centric content.”
Kibler said that sort of “megaphone” for the brand’s message was needed to help maintain
awareness around the company’s rapid growth. But Spindrift will continue to market directly to
its fan base and new customers that help comprise the company’s 55,000 Instagram followers.
For example, Spindrift will sometimes offer new flavors to fans before the retailers get it.
“Word of mouth is not only incredibly efficient from a cost standpoint, we love to have an
endorsement from someone who just discovered us from somewhere and started drinking us, and
doesn’t really know much about us, and starts to tell their friends about us,” Kibler said. “Our
most loyal fan base came about just that way. It wasn’t from seeing any advertising.”
Meredith Somers
News Writer
msomers@mit.edu
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