I find it terribly annoying when a brand launches a Facebook page and then doesn’t do a darn thing with it. Particularly for consumer brands, there is not only a huge marketing opportunity for them, but a chance to closely engage with their constituents on a one-to-one level.
I was happy to see that Lucky Magazine has taken Facebook marketing to a new level with the launch of its Facebook Pop Up Shop. In partnership with the Home Shopping Network (HSN), the shopping pub introduced a virtual store for designers like Pade Vavra, Gerard Yosca and F+C.
I’m not a huge shopper and I’ll be the first to admit that I wasn’t all that familiar with these designers until reading more about them on the Lucky page, but I’d like to recognize the innovation Lucky has displayed through this digital application. Here’s why it works:
- You have to “like” the page in order to view the collection. This means the Lucky badge will appear on all participants’ Facebook pages, which means more visibility for the brand.
- The page is cross-promoted on the Home Shopping Network’s Facebook page, which means the two brands – who have very different age demographics – will have the change to interact with one another’s consumer base.
- The limited collection and Facebook partnership is highlighted front-and-center on the Lucky website.
However, here are a few ways Lucky could have taken this to the next level:
- A social element that allows consumers to ‘like’ certain items within the collection or recommend items for others on Facebook would have made this more ‘social.’
- A human element such as one of the key designers to participate in the online discussion, answer reader questions, etc.
- Dynamic multimedia assets to project the “experience” of shopping. Lucky could have included video or a virtual tour of the Pop Up Shop where consumers could feel as though they are browsing through a store rather than the same old online shopping.
Thanks to Kristin Davie for the idea behind this post.