MARKETING TACTICS THAT DARE TO BE DIFFERENT
There is nothing conventional about the way we live today. Acknowledging uniqueness is encouraged, and people are steering away from comparisons and learning to love their own skin. With this current mindset, what are brands to do in response? Be unconventional. Tell customers you get it, that being unorthodox is trendy and that your products cater to their efforts to be different. David’s Bridal recently launched a new campaign that is a picture-perfect example of how to tailor to the “one size does not fit all” culture.
Called the “Be Your Own Bride,” campaign, the spot strategy involves reimagining and redefining customers, a must for meeting today’s culture shifts towards individuality. It’s about knowing who your customers are and what they want. In a very traditional industry, David’s Bridal has recognized that the modern bride is anything but common.
The 30-second spot showcases the beauty of embracing all shapes, sizes and colors and rocking a dress that flatters the true self. This has been a revolutionary step in David’s Bridal’s marketing efforts, honing in on the brand itself rather than directing consumers to a specific product or sale. The bridal company switched gears after extensive research proved the classical bride to be unfashionable. It’s now the age of a modern brides.
“Be Your Own Bride” is David’s Bridal’s campaign to celebrate individuals and their own take on their weddings,” Brielle Jaekel from mobilemarketing.com said. “The retailer is hoping to become a brand that brides can go to for any information regarding their wedding and not just specific to dresses.” Coupled with a charming, lovable spot, David’s Bridal is also utilizing social media’s advantages to further connect with brides.
Through Pinterest, David’s Bridal created a questionnaire that allows users to elaborate details about their dream wedding. With that information, the bridal company curates 22 pins and four boards to help initiate the planning process and pool relevant ideas and information into one spot. This initiative transformed David’s Bridal from a wedding-gown-selling company into a brand that sought be there for every bride in every moment.
Although the campaign generated much success and buzz, this idea isn’t just for the contemporary bride. At Black Oak Creative, this is our approach to every client’s brand. We are passionate about delivering experiences that allow companies to step out side of the box and dare to make their persona as unique as their customers’.
Called the “Be Your Own Bride,” campaign, the spot strategy involves reimagining and redefining customers, a must for meeting today’s culture shifts towards individuality. It’s about knowing who your customers are and what they want. In a very traditional industry, David’s Bridal has recognized that the modern bride is anything but common.
The 30-second spot showcases the beauty of embracing all shapes, sizes and colors and rocking a dress that flatters the true self. This has been a revolutionary step in David’s Bridal’s marketing efforts, honing in on the brand itself rather than directing consumers to a specific product or sale. The bridal company switched gears after extensive research proved the classical bride to be unfashionable. It’s now the age of a modern brides.
“Be Your Own Bride” is David’s Bridal’s campaign to celebrate individuals and their own take on their weddings,” Brielle Jaekel from mobilemarketing.com said. “The retailer is hoping to become a brand that brides can go to for any information regarding their wedding and not just specific to dresses.” Coupled with a charming, lovable spot, David’s Bridal is also utilizing social media’s advantages to further connect with brides.
Through Pinterest, David’s Bridal created a questionnaire that allows users to elaborate details about their dream wedding. With that information, the bridal company curates 22 pins and four boards to help initiate the planning process and pool relevant ideas and information into one spot. This initiative transformed David’s Bridal from a wedding-gown-selling company into a brand that sought be there for every bride in every moment.
Although the campaign generated much success and buzz, this idea isn’t just for the contemporary bride. At Black Oak Creative, this is our approach to every client’s brand. We are passionate about delivering experiences that allow companies to step out side of the box and dare to make their persona as unique as their customers’.
