Intuitively, one might think that the best way to generate interest in a project is to get it onto as many media as possible, but the new AW16 campaign is taking the opposite route for publicity. In order to see any of the photography for the campaign, consumers must message the creator, designer Abzal Issa Bekov, on WhatsApp -- in fact, there's no other way to get those images.
According to Bekov, the AW16 campaign concept was inspired by communication in the gay community. On apps like Grindr, Hornet and Scruff, users often send pictures to one another without truly knowing who might end up receiving them. AW16 plays off of that trusting side of the social media world, forcing interested consumers to message the potentially random WhatsApp number and having Bekov send his images to whoever texts.
Key Themes Behind This Trend
- Chat-based Fashion Campaigns
- Disruptive innovation opportunity: Implementing chat-based campaigns to create exclusivity and engage consumers through personalized messaging platforms.
- Whatsapp as a Marketing Channel
- Disruptive innovation opportunity: Utilizing WhatsApp as a unique marketing channel to connect with customers and generate interest in a project.
- Trust-based Communication in Social Media
- Disruptive innovation opportunity: Leveraging the concept of trust and authenticity in social media platforms to create engaging and interactive marketing campaigns.
Where This Applies
- Fashion
- Disruptive innovation opportunity: Introducing chat-based fashion campaigns to create a new and interactive way for consumers to discover and engage with fashion brands.
- Marketing and Advertising
- Disruptive innovation opportunity: Incorporating WhatsApp as a marketing channel to reach target audiences and establish direct communication for brand promotions.
- Social Media
- Disruptive innovation opportunity: Exploring trust-based communication strategies in social media platforms to build authentic connections with consumers and enhance brand loyalty.
