4 minute read
ONLINE PRESENCE
from Dynamite
ONLINE PRESENCE ONLINE PRESENCE
The goal of the TNT campaign is to create a more cohesive branded identity by positioning their social media platforms as a singular unit. This included the implementation of a crossplatform message and use of platform-specific tools to increase the overall brand awareness and engagement.
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In January, Dynamite launched their annual Percentage Sale - which starts by reducing merchandise 25% and working its way to the highly anticipated $5 Sale. The goal of this sale is to clear out fall and winter merchandise to make room for spring pieces. In order to promote this event, our team revamped Dynamite’s Facebook page (first time being updated since 2013) with a new profile picture and cover photo and the creation of an event to keep consumers updated on the ongoing sale. To increase brand awareness, all of the photography chosen for the page update was marked with Dynamite’s refreshed logo.
UNIQUE DIGITAL EXPERIENCE
With the introduction of its new spring line, Dynamite redesigned its store layout, which was bomb reasoning for our team to shoot a 360 degree video which was shared on Facebook. This inspired Dynamite customers to come in store to check out the new space and brand new inventory.
In order to tap into Dynamite’s most active social vehicle, Instagram, we introduced interactive components to engage followers and push new content. In October, the team hosted a costume contest on Instagram to generate user content that showcased how consumers utilize Dynamite’s range of merchandise for their own sense of style. The design for event graphics was kept simple and characteristic of the newly designed logo - meaning minimisation meets ‘90s geometric patterns and color schemes. We also chose to use the professional images from the Look Book photo shoots in combination with #TNT and #BlowThemAway for synergization of the campaign.
As Dynamite’s inventory is constantly changing, introducing e-commerce through its website did not exactly match with the brand’s needs at the time. Pinterest is a great alternative for this as Dynamite can constantly update style boards of new merchandise. This allows customers to either comment they would like to purchase an item or come into the store to find the specified article of clothing. This platform allows for a more casual outlet and regular update of its fashion styling in real-time. Bringing inventory to Pinterest will not only build brand awareness and grow its customer base, but also increase its margin of sales. 44
SNAPCHAT
This is another platform that can be utilized to increase brand engagement, as it can be a great way to inform customers of newly arrived merchandise as well as using a geofilter for when consumers are in the store. By posting images on their own Snapchat stories, current customers can inform potential clientele of Dynamite Clothing.
As part of our strategy to create a consistent brand image, we created a new Twitter account and consulted Dynamite staff on how they can utilize this platform to build a stronger customer base and increase brand awareness. Twitter also assists with the brand’s presence on social media, and to remain consistent, we suggested that they use the hashtags #DynamiteAthens, #DynaGal, #DynaGuy, or #TNT.
NEW WEBSITE
Dynamite Clothing did not have a branded website, and creating one was one of Lori’s main requests for our team. Keeping in mind the rapid speed at which its merchandise turns over, we decided not to include an e-commerce component to the site at this time; however, we did create Look Books to showcase both the clothing trends they carry, as well as the additional service that its stylists
provide to customers. Our team also implemented the Street Style Blog, christened, “On Wednesdays, We Wear,” which is a perfect way for the brand to stay connected with their customer base, as it is a fun way to inform the public to trends that are quintessential Dynamite. Also included on the site is an RSS feed of their Instagram because this is where the strength of the brand lies.
