Barney’s New York – Marketing Masterstroke or Mistake?
This week we’re looking at US luxury department store, Barney’s most recent social media campaign: #BarneysUnwrapped.
It’s the season for giving and Barney’s is getting into the Christmas spirit on Instagram. The retail giant is posting short videos each day to their Instagram account, @barneysny featuring luxury prizes like these, kitschy Gucci sunnies, because … fashun … and free shit!
As long as you’re following their Instagram account, leave a comment, and do a bunch of other things we haven’t bothered to research, you’ll be in the draw to win stuff that you might never use … BUT is valued at the same price as the average second hand car.
The prizes might be questionable, but in actual fact, this strategy is GENIUS! Social media algorithms have changed in recent times to promote ‘viral’ content higher in the newsfeed. How does it judge virality? Likes and comments (and views).
And that’s exactly what Barney’s are encouraging … comments. Plus, they’re making sure people are following them too, and who doesn’t want more followers.
The campaign is exclusive to the Instagram platform, but Barneys are promoting it across their website, in stores, email database and 1.2 million Facebook audience, which is sure to deliver a nice boost in followers before Christmas.
In the age of the almighty Amazon, and the like, department stores have no choice but to offer their customers incentives to draw them back in store, maintain personal connections and remain relevant in an ever-changing retail landscape.
Barney’s have managed to tick all the boxes when it comes to an effective social media campaign: it’s platform specific, they’ve used their existing platforms to drive attention to a Instagram, they’ve included a call to action and they’re giving away in demand, expensive prizes.
So for these reasons, this week, it’s a Marketing Masterstroke.