Skip to main content

How Viral Challenges Influenced Fashion Marketing Over the Years: From Donatella Versace’s Ice Bucket Video to My Calvins Campaign and the TikTok Era

In 2014, a casually dressed Donatella Versace sat in a backyard, surrounded by plants and two topless men, to get her long blond tresses drowned in freezing water. The Italian designer was among the first in the fashion industry to partake in the Ice Bucket Challenge, a viral sensation that raised more than $115 million for amyotrophic lateral sclerosis research. Versace’s video garnered more than 6 million views on YouTube. Diane von Furstenberg, Donna Karan and the staff of Burberry also faced the icy dump to support the cause. Intentionally or not, they welcomed the beginning of a new era in fashion marketing. The Ice Bucket Challenge was part of the rise of viral challenges online. One year before, social media was dominated by videos of celebrities and spectators recreating the “Harlem Shake” chaotic dance and Psy’s “Gangnam Style” choreography. Since then, fashion brands and designers sought to capitalize on online trends to boost their own popularity.  According to Jonah A. Berger, author of “Contagious: Why Things Catch On,” viral challenges are an extension of an old marketing tactic: word of mouth. “These challenges have made it easier for companies and organizations to see the power of word of mouth, it’s made

Follow WWD on Twitter or become a fan on Facebook.



from WWDWWD https://ift.tt/NjqHktO
Labels:

Comments

Post a Comment

Popular posts from this blog

Michael Urie Is in His Dreamy Era

“It’s been a dreamy couple of years,” says Michael Urie on a Friday afternoon phone call, just hours before a performance of his latest Broadway show “Once Upon a Mattress” at the Hudson Theatre. These dreamy years have also been busy ones for the star, who rose to fame for his role as Marc St. James on the sitcom “Ugly Betty.” Now, Urie stars in the hit Apple TV dramedy “Shrinking” alongside Harrison Ford and Jason Segel — season two premieres Oct. 16. He has also taken the stage by storm over the past couple of years, starring in Broadway’s revival of “Spamalot” and now the revival of “Once Upon a Mattress,” which also had a stint at New York City Center in the winter. While both shows feature Urie in showstopping musical numbers, he never considered himself to be “very musical.”  Michael Urie in “Once Upon a Mattress.” “Doing a musical at all, it’s still a pinch me thing,” he says. “I fell in love with theater because of musicals…[but singing] didn’t come naturally to me.” ...
Post a Comment
Read more

Louise Redknapp wows fans with seductive lingerie snap

Louise Redknapp has wowed fans on social media. Credit: Getty The singer and songwriter has left fans gobsmacked with a gorgeous new snap that she posted to her social media. Taking to her Instagram account, Louise shared a striking photo with her nearly 700,000 followers that shows her modelling a set of barely there lingerie. Wearing a nudey peach lacy bra with a see-through mesh pair of matching briefs, the former Eternal singer lay on a hotel-style bed giving a sultry look to the camera. View this post on Instagram Saturday night out… just kidding I’m in my PJs 🤍 A post shared by Louise Redknapp (@louiseredknapp) on Nov 9, 2019 at 11:42am PST With muted smokey eye makeup and a subtle glow on her cheeks, the mum-of-two cut a seductive figure with her sultry getup. Joking in her caption that she was enjoying a night out earlier on in the weekend, the mum-of-two, who used to be married to former England footballer Jamie Redkn...
Post a Comment
Read more

Olivia Attwood admits she did Love Island for fame as her name is thrown into the mix to replace Caroline Flack

She was with Chris Hughes for seven months after finding love on the show, but Olivia Attwood has revealed it wasn't love she was looking for on Love Island. The reality TV star – who has since appeared on TOWIE and Celebs Go Dating – has been the first to admit on Instagram that she went into the villa to get famous. Replying to a fan who suggested she went on the show for fame, Olivia candidly replied, “No s**t sherlock”. The revelation comes just days after her name was thrown into the mix to replace Caroline Flack on Love Island’s spin-off show, After Sun, following the news that Caroline was stepping down from series 6. READ MORE CELEBRITY NEWS An insider told Mail Online, “Olivia starred on Love Island in 2017 – she knows exactly what the Islanders will be going through. “Olivia has really proven herself as a TV star. Since making a name for herself she’s worked on a number of shows including Crackin’ On, Celebs Go Dating and TOWIE, as well as appearing as a guest ...
Post a Comment
Read more