All That Glitter Will Turn To Gold

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You only get one moment to captivate.  You can take all the time in the world working to draw large crowds of consumers to your brand’s social media site or website, but what makes them stop and commit to this relationship between brand and consumer?

The Glitter campaign developed by the Kate Spade brand has hit all the check marks when evaluating a brand’s social media presence.  They have done an excellent job at pinpointing exactly who they are as a brand and whom they want to target.

There are four major aspects that are crucial and the most influential when designing an entire campaign.  Looking closely at Kate Spade’s Glitter campaign establishes a base of what some brands often fail to do; stay true to their brand.

Fluidity

Kate Spade has been able to construct an organized and simple transition between all of their social media platforms.  With small icons it is apparent where you can go next, and every single platform features the rest or integrates them in some way.  I was most impressed with their YouTube site, and once you scrolled you were led straight to the Kate Spade Twitter feed where you were asked to talk about your experience.  This was a great example of integration between social media outlets.

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Consistency

Something that is important to the success of any campaign is staying consistent.  The “Glitter” concept is one that can go in many directions, but Kate Spade is able to keep true to their brand while sticking to this current idea they have formed.

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Transparency

Throughout all of their social media, Kate Spade stays true to their customer.  On all the different pages they ask their consumers to start a conversation.  Socializing is how people begin relationships, so in order to start up our brand relationship we need to start a conversation.  If a brand is able to initiate a conversation then they are headed in the right direction.

Aesthetic Appeal

The design and layout of every Kate Spade page is unique, yet consistent.  The color palette used is soft and inviting, which makes it more visually appealing.  This was one aspect that I was truly impressed with because it was not only easy to navigate, but the construction of the actual site itself was clean-cut.  The use of shapes was interesting because it wasn’t too much, but just enough to create a distinctive layout that can looked at as a Kate Spade design.

Truly impressed by this Glitter campaign, I expect that Kate Spade will turn some heads, and turn the Glitter into gold and success for the future of their brand.

 

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