Marketing with Wharton's Hip Hop Prof

4/2/2021

Movers & Shakers, Spreading Joy Through Digital Disruption

Movers + Shakers is an award-winning creative agency, born in 2016 as a collaboration between Broadway performer & director Geoffrey Goldberg and marketing expert Evan Horowitz. Their unique combination of music and marketing has led to a series of record-breaking campaigns across digital platforms. Throughout, the team focuses on spreading joy, and turning this positive emotional experience into brand love.Market advertising is always a shifting landscape. If you look at the evolution of advertising originally it was just about conveying a brand's message in a very one-directional sort of way. That evolved to the inclusion of entertainment and connecting with the audience on a more emotional level. And more recently we've seen participatory advertising where a brand is inviting their users to co-create the marketing in collaboration with a brand campaign. A recent campaign was launched last summer with e.l.f. cosmetics in the form of a TikTok native reality show. The reality show was created and aimed at TikTok users to help them become beauty influencers. Over 3,000 nomination videos were received and from there three lucky winners got to go through a month-long beauty camp where they were being mentored and trained by successful TikTok influencers on how to be successful. The daily series was broadcasted on e.l.f.'s TikTok brand channel and ended up increasing the following of their channel by over 50%.Digital disruption should happen in an organic and native way to the user, as opposed to being jarring. In addition, brands should not just copy/paste their brand strategy across the many social media channels that are available. Movers + Shakers provides those proven shortcuts and strategies to implement for success that feels authentic to the environment.
3/23/2021

Crocs, Everybody's Favorite Shoe

Crocs was started in 2002 by three friends who were seeking to create a lightweight and comfortable boat shoe that would float and be stylish. In today's episode, Barbara and Americus are joined by the President of Crocs, Michelle Poole.Michelle shares that over the years the signature Crocs clog has been adopted by many age groups and industries. From kids, to the outdoor community, to healthcare workers, and food and beverage workers, who would spend long days working on their feet. Jibbitz, which are the customizable charms that can be placed in the holes of the Crocs clogs came from a couple in Boulder, CO who were creating these for kids to put in their shoes and were not a part of the founder's original vision. However, the addition of the Jibbitz Charms has turned into a unique selling proposition as Crocs are the only footwear brand that consumers can customize on the spot and express who they are, and what's important/valuable to them. Crocs has also managed and continues to thrive throughout the pandemic. Being able to communicate the relevant values to consumers was a significant stance. The fact that the clogs can be wiped clean and that you can take them on and off without touching them was valuable for consumers. The healthcare industry also found a huge need for Crocs and the company kicked into gear and set up a "Free Pair for Healthcare" campaign. Nearly 900K pairs of Crocs have been donated globally to healthcare workers on the frontlines of COVID-19.