The Aww-Factor: Banana Republic’s Social Media Campaign is Cute for a Cause
By Clio V. Rourke | @cvrourke
For the social media campaign promoting the launch of its Trina Turk Collection on June 7th, Banana Republic teamed up with The American Society for the Prevention of Cruelty to Animals (ASPCA), with an irresistible result. Banana Republic and ASPCA created a video that women cannot but love: playful summer prints are being presented by adorable pups (watch the video here)! The video is titled “Dog Days of Summer,” and, in addition to promoting the collection’s launch, advertises the priority access to the collection Banana Republic offers shoppers who like them on Facebook. The brand invited its fans to “come back June 6 to shop the limited-edition collection before it arrives in store” -- a good example of the exclusive access-strategy that brands should employ to attract -- and keep -- Facebook fans. With The Dog Days-video, Banana Republic did a great job of creating a potentially viral video and simultaneously tying social good into its campaign. While the “Aww-Factor” could have been added by any dogs, the video by Banana Republic and ASPCA features rescued dogs to boost awareness of pet adoption. A disclaimer at the beginning and the end of the video point to the animal advocacy organization, and all four-legged models are being individually introduced at the end under “Meet the Rescues.” Dog Days, here we come.