FINDING A NEW BRAND AUDIENCE INSIDE AN EXISTING FAN BASE

14 Jan

FINDING A NEW BRAND AUDIENCE INSIDE AN EXISTING FAN BASE

When international pop-star Victoria Beckham prepared to launch the e-commerce website for her new luxury fashion brand, the challenge was to find an audience who cares about her as a designer without alienating her existing multi-million-strong fan base, the majority of whom could not afford the very high-end line. The global SEP, SEM, e-mail marketing and social media strategy that Pursuit created for Beckham involved development of a voice and messaging about her fashion line that was distinct from, but did not conflict with, her persona as a celebrity. Outcomes included development of a new 70,000+ email marketing list generated solely through opt-in actions.