Marc Fisher contributes to scholarship, connecting with women through social media
The brand is solidifying a positive image, and appealing to its core demographic of women with an empowerment campaign, a tactic seen frequently within marketing on social media. However, Marc Fisher is offering more of an incentive to get involved by offering to donate one dollar to the Kode with Karlie Scholarship for every post made with the hashtag #MakeYourMarc.
"Donating money based on social media results encourages community participation rather than just simply asking fans to donate," said Harvey Schwartz, senior vice president of talent group at WhoSay. "Since Instagram is a photo-sharing platform, the call to action would be most aligned with the users of this network.
"Case in point is the Ice Bucket Challenge," he said. "Everyone who is cause- or charity-based is trying to replicate that campaign. It happened organically and it is extremely hard to recreate something like that in a calculated way."
Divvying up donations
Marc Fisher is a shoe brand that caters to women and is encouraging its customers to dream big and chase those dreams in its new #MakeYourMarc campaign. The brand is using its name for a play on words, supporting women to make their mark on the world.
Social media is key for these types of campaigns, since it allows for an open discussion to be more accessible to consumers and can bring awareness of the brand to those interested in women empowerment who may not have known about Marc Fisher.
The shoe brand is donating all proceeds from the social media campaign to Ms. Kloss? scholarship foundation, Kode with Karlie, which encourages girls to pursue a career in coding, a field primarily dominated by men.
Marc Fisher is encouraging Instagram and Twitter users to post how they leave their mark on the world of computer programming, and will donate one dollar to the scholarship for every post.
A mobile-optimized microsite is also dedicated to the campaign that encourages individuals to submit entries to win grants and a variety of other financial support. The brand is also donating $20 for every purchase made online.
Ms. Kloss is known for her career as a model and for philanthropy efforts to boost women's careers
Ms. Kloss is known for her career as a model and for philanthropy efforts to boost women's careers
The new brand is hoping to secure a positive image instantly, gaining the trust of women and manufacturing a continued relationship for future customer loyalty.
Empowering marketing
The #MakeYourMarc campaign is competing with numerous other women empowerment campaigns from several well-known brands.
For example, personal care brand and direct selling retailer Avon's latest empowerment campaign leveraged social media, celebrities and a mobile-optimized aggregation site to engage customers around the topic of empowering women (see more).
Also, American Eagle Outfitters lingerie brand Aerie launched its Love Your Selfie campaign recently complete with a hashtag and the world?s largest un-retouched selfie (see more).
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer
"The #MakeYourMarc campaign uniquely ties in the fashion world with the support of education initiatives and scholarships," Mr. Schwartz said. "Using influencers that are authentically aligned with the philanthropic message gives you the best chance of success.
"As Karlie Kloss is supporting Kode with Karlie, she is able to integrate that passion into the Marc Fischer Make Your Mark campaign," he said.
Final take
Brielle Jaekel is editorial assistant at Mobile Marketer