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ThisNext
Strategy
Who is ThisNext and what is “social shopping”? Although ThisNext was the dominant presence in the realm of social shopping, a “man on the street” interview asking these questions would have garnered only blank stares. While some would see this as an obstacle, RLM realized that ThisNext presented us with a golden opportunity to not only establish ThisNext’s thought leadership, but also to define the very space itself. So RLM crafted a campaign that creatively used the unique qualities of not only the people who created ThisNext, but the people who use it.
Tactics
RLM launched an aggressive campaign that went from the top down….and the bottom up. We developed a strategic thought leadership program to raise awareness of social shopping and e-commerce marketing capabilities. RLM used social networks, created blogs and by-lined articles and arranged speaking appearances for ThisNext founder and Internet luminary Gordon Gould. Simultaneously, RLM turned ThisNext fashion blogger Lauren “Fashionkitty” Messiah into a trend-setting fashion pundit, guiding fashion trend conversations across the country.
Results
“Gordon, you’ve summed it up in a nutshell … from handling information overload to filtering out the best of the ‘need to know’ information one is searching for, in order to plan a strategy, make a decision and take action. Thanks, for the great article!”
We hit a bulls-eye with the RLM-penned Gordon Gould article defining Web 3.0, which received the above response. Following a series of speaking opportunities at social media events where ThisNext stood shoulder to shoulder with giants such as Facebook and the river of print and broadcast stories in media such as Entrepreneur, BusinessWeek, Fast Company, e-Commerce Times and Women’s Wear Daily, ThisNext sprang instantly to mind at the phrase “social shopping.”
RLM also reached out to current and potential users with more than 20 stories in an array of national and regional publications, which built Fashionkitty into a powerful trendsetting voice. Fashionkitty’s visibility in popular national media such as iVillage.com, Parents.com and Univision paved the way for her to expand and reach out to regional audiences through media such as Florida Style, Milwaukee Journal Sentinel and the Albany Times-Union.
RLM’s approach to not only define a company in the eyes of the public, but to seize an entire category, was a success. ThisNext is now established as a dominant presence in social shopping and seeing massive community growth, while breaking new ground with partnerships with innovative companies around the globe.