ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Wallflower Jeans brings YouTube to bricks-and-mortar stores for back-to-school promotion


Brands are flocking to mobile to produce innovative campaigns that stick out from the slew of marketing content surrounding the back-to-school season. Wallflower is hoping to appeal to young female consumers through a big name that grabs the attention of teens and mobile video, a facet of marketing that is now vital. 

?Digital is transforming the in-store customer experience,? said Ken Morris, principal at Boston Retail Partners. ?With smartphone ownership becoming ubiquitous, shoppers are tapping their mobile phones as a shopping assistant when they are standing in the store. 

"Savvy retailers are using mobile to connect with their consumers and enhance the shopping experience," he said. "Retailers can also add links to videos and other product information to electronic receipts to further engage with the shoppers after they leave the store.?

Anything but a wallflower
Wallflower Jeans is introducing a QR code experience for consumers shopping for back-to-school apparel while at bricks-and-mortar stores. A code located on merchandise tags, when scanned, shows videos from YouTube sensation Eva Gutowski exhibiting ways girls can style their jeans during the school year. 

Ms. Gutowski, known as MyLifeAsEva on YouTube, takes fans behind the scenes of her videos and photo shoots in the videos, as well as shows shoppers which jeans fit best for them and how to tailor it to their individual style. 

Mobile users can view the video in-stores as well as on Wallflower Jeans Web site, also optimized for mobile. Fans can take place in participating stores such as Kohl?s, Bon Ton, Meijer, Shopko and Fred Meyer.

The brand is also launching a contest to coincide with the campaign. Participants enter their email address and birthdate through the Wallflower site to enter.


A portion of the site serves as an aggregate page for girls sporting merchandise on social media. This creates more hype around the brand, as consumers want to be featured in platforms such as this, offering a greater pull to get involved. 

Wallflower Jeans is not only increasing its awareness, but its having funs with its fans by offering content that is unique and interesting. The QR code campaign stands out from traditional back-to-school marketing and can make a lasting impression on consumers. 

Mobile magic
Levi's took a similar marketing approach by adding three mobile strategies to its repertoire for a recent update to its Live in Levi?s campaign, hoping to reach a wide range of consumers on their smartphones via geotargeting, image recognition and retargeting (see more). 

Also, apparel retailer PacSun took to 20 cities throughout the United States to highlight different regions and share the first day of summer on its mobile responsive site, social media and Periscope (see more). 

?Featuring celebrities and YouTube stars that are followed by your customers is a smart way to get shoppers passionate about your brand and merchandise,? Mr. Morris said. ?The affinity consumers have for a celebrity can positively influence their purchase decision. 

"Shoppers may have the opinion that 'if the product is good enough for her, it is good enough for me,'" he said. "Selecting YouTube sensation Eva Gutowski as a video personality is a perfect fit for the demographics of WallFlower Jean?s customers.?

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer