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Tory Burch stirs up hype for fall collection via mobile advertisingBy Lauren Johnson
The designer is using mobile advertising to push a clip from its recent runway show and drive consumers to Tory Burch’s mobile site. However, the ads could be spruced up a bit with an incentive to drive click-throughs.
“The Tory Burch mobile ad campaign is a little disappointing because it does not give consumers any incentives to watch the fashion show,” said Simon Buckingham, CEO of Appitalism, New York.
“A seven-minute version is a long video to watch on a mobile device for all, but even for the most-engaged Tory Burch consumers I feel as it is a little on the long side,” he said.
“Generally it is better to incentivize consumers on mobile devices with some kind of coupon, exclusive content or other incentive to get them to engage with the campaign.”
Mr. Buckingham is not affiliated with Tory Burch. He commented based on his expertise on the subject.
Tory Burch did not respond to press inquiries.
Stream on mobile
The ads are running in Pandora’s iPhone application with copy that reads, “Watch the Tory Burch Fall 2013 Fashion Show.”
A landing page featuring Tory Burch’s mobile site is pulled up when consumers click on the ad.
The seven-minute video is prominently promoted at the top of the site. The same video is being pushed out via the designer’s Web site.
From there, consumers can watch a clip from the fall 2013 runway show, which took place on Feb. 12 in New York.
The video features a variety of looks from the show and is effective at giving consumers a sneak peek on the collection before it hits stores.
After the video finishes, consumers can shop the site by grouped categories such as new arrivals, sales and edited items or by type of product.
Additionally, users can sign-in to their Tory Burch accounts via the site or search for specific items with keywords.
Tory Burch is also running a pop-up ad on its site that encourages consumers to download the brand’s mobile app. Consumers who click on the ad are automatically dropped into Apple’s App Store to download it.
Given Tory Burch’s high-end demographic, driving users to download an app plays an especially strong role in cementing loyalty and future sales.
For example, Tory Burch’s iPhone app includes push notifications that the brand uses to ping curated stories and video content to users.
Shop on mobile
Tory Burch has used mobile advertising in the past to drive sales.
For example, last year the brand ran a spring-themed advertising campaign that encouraged consumers to shop looks from their devices (see story).
Creative is everything when it comes to mobile advertising.
In this case, the Tory Burch ads might be more appealing with a campaign or product image since the ads encourage users to learn more about a new collection.
“This campaign feels a little uninspired and unexciting as there are no images of the clothes or models in the pop up ad itself which generally attract and retain the consumer’s attention,” Mr. Buckingham said.
“You want consumers to engage with the campaign by clicking on the banner to watch the video, so obviously the design of the initial splash screen is essential to the overall campaign effectiveness,” he said.
“I think the campaign will drive some mobile commerce from existing consumers and fans of the brand, but I do not think it will incentivize too many new consumers due to the sub-optimal campaign design.”
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York
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