1 minute read
CHANNELS
“An incentive to create conversation and gain sales is in the form of a treasure hunt” (McKinsey & Company, 2020)”. This is why the QR code for the link to purchase the bag will be on TV, however, it will be linked to the website, where consumers can complete purchase. The QR code will only be available for those watching, and will release the same amount of bags as viewers, creating a sense of community and value of individuals. It will also increase engagement and sales as consumers are aware of the limited availability of the bag. This creates a two-way interaction between the consumer and the brand.
Telfar will also re-upload video clips from the podcast onto the channel social media, on the platforms Instagram, Twitter and TikTok, these videos will contain the key information on water usage in the fashion industry and show the new dyeing process; increasing awareness and educating consumers, as well as humorous clips - increasing brand engagement.
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Using Instagram grid post will create engagement
(32.15%) (Similarweb, 2021), and has a high engagement (4.69% engagement rate) (Socialblade, 2021). It also harbours the greatest followers (Socialblade, 2021), and they have been gaining followers at an increasing rate (Socialblade, 2021).
Twitter is Telfar’s second most followed social media (Socialblade, 2021), and by mirroring the content uploaded on Instagram it maintains a universal brand presence and identity across different platforms, whilst also reaching consumers who may only use Twitter.
TikTok is the fasted growing social media and is most commonly used by Gen Z, TikTok also allows for virality easily (Hutchinson, 2021). Telfar do not currently use
They maintain a presence on the app despite this with the viral nickname ‘Telfeezy’ with 15.5M views (TikTok, 2021) and by releasing humorous content they will be able to tap into this already made brand presence to increase views of their content; ultimately further educating the consumer on water usage within fashion and the brand which is the content strategy goal.
