Victoria's Secret's PR team has done it again! The team managed to draw even more attention to the fantasy bra just 2 days before the show is filmed. The show only airs on television in December, which means that the actual live fashion show is only available for invited guests. Yet Victoria's Secret is heavily promoting the show oh mass media to create the hype and excitement.
Huffington Post has an incentive to report on this because it is considered insider news and the website gets to interview the model who has celebrity status, while she is dressed in the fantasy bra. A beautiful scantily clad celebrity is always attractive to readers.
The article states that the photos are from Candice's fitting which must have happened way before the article was released since main model fittings are typically done way ahead of the show, especially for such an expensive and elaborate piece. Therefore I assume that VS has a good relationship with the reporter and has timed the release of this article.
I thought this article on content marketing was very interesting. The article defines content marketing as "the promotion of an informational resource that relates to the interests or concerns of a target audience for the purpose of lead generation or some other desired customer action."
Like we talked about in class, marketers must try to cut through the clutter in order to get attention. I personally am a fan of content marketing because sometimes advertisements can feel like a waste of time if they are just mindlessly promoting products and I don't feel some form of emotional connection or gather knowledge from it. Content marketing gets my interest because I feel like I am learning something. It's a win for marketers and consumers alike. Although it may appear like a lot of work to go through research and generate content, it seems to me like brands tend to have their own research about their products anyway and will just need to supplement them and package them well to present the information as content marketing.
"As the appeal of traditional online advertising models like display advertising continues to decline, one thing is apparent: content truly is king. Today, content fuels almost all forms of digital advertising: it guides your social media marketing, acquires links for SEO, positions your brand as thought-leaders, and more."
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