Fashion designer and former Spice Girl Victoria Beckham recently joined the ranks of some of fashion’s most respected designers and launched a capsule collection for Target. A highly anticipated launch, Victoria Beckham for Target has already broken a company record for sales of a design partnership since it’s April 9 release.
In terms of overall marketing, both Target and Victoria Beckham executed all aspects perfectly, landing multiple press placements in entertainment and fashion publications, hosting a celebrity filled preview party and utilizing owned media to get the word out. However, the most notable tactic used to create a buzz about the capsule launch was something that we’ve discussed as a class: digital influencers on social media.
Fashion bloggers, style influencers and “it” girls were commissioned to post their favorite pieces to Instagram with the #VBxTarget hashtag in the weeks prior to the collection’s release, generating invaluable consumer engagement and building excitement among fashion-savvy followers.
The Victoria Beckham and Target teams recognized the importance of aligning “content with the right channels” and found the best method and channel to reach their target audience, which turned out to be Instagram. This strategy ultimately allowed them to “win the distribution game” and exceed sales expectations.
In the marketing world, and in social media especially, it’s easy to fall into the habit of putting every campaign or piece of content on every channel, just because there are so many out there. The success of #VBxTarget, however, proves that focusing efforts on the channels that make the most sense for your brand will ultimately lead to a fruitful campaign.