#LillyForTarget – Decluttering the Social Media Frenzy!April 21, 2015
Summer came early this year AND with a bang! Well, at least for the fashionistas!
On April 19th Target launched its Lilly Pulitzer collection to celebrate the brand’s resort-chic aesthetics with vibrant prints and patterns. The stores were in a frenzy with LONG lines of people waiting (im)patiently to get their hands on some tropical-print Pulitzer goodies only to discover that almost everything was sold out!
This is how EVERY other Target store looked early Sunday morning.
But wait, what was happening on Social Media?
With a heavily skewed female-centric audience, Twitter was in an uproar of social activity. In a matter of just 24 hours, the news had a total social reach of 194.6 M and 2.0 M (number of people who saw and interacted with #LillyForPulitzer) on Twitter and Instagram respectively.*
And, because we love crunching numbers, we rounded up some statistics and key insights for you to make sense out of all the social media frenzy that ensued after the launch.
We pulled these using our all-new Associations feature. This shows you the top brands, entertainment channels, and even celebrities that are best aligned to your business. For each campaign, you can see the top businesses that are talking about you… not to mention the number of times your audiences associated you with individual companies and channels! It takes the guess work out and makes it super easy for advertisers to know where they should put their advertising dollars to get the maximum buzz and ROI. High five Marketers!
Now to the #LillyForTarget analysis bit –
Let’s look at some brands that jumped on the bandwagon and participated in the conversation.
Surprised to see Ebay in that list? We were too!
The @ebay twitter handle received 192 direct mentions, 63 hashtag mentions and an astounding 2.2K indirect mentions. Why? Because some entrepreneurial shoppers decided to resell their Lilly purchases for a premium, cutting a neat profit! The hashtag #LillyForEbay is now trending on twitter.*
And then there were some celebrities that were actively involved in the conversation.
And, like always, it just takes ONE tweet from Ellen DeGeneres to get the twitter numbers SOARING. Her tweet below was retweeted 313 times and favorited 1.7K times*!
TV shows were not far behind, as they too participated in the chatter and brought up the engagement quotient.
@SpongeBobMovie, without directly aligning itself with the #LillyForTarget trend, cashed in on the moment to promote the new ‘get a bubble wand with the purchase of a SpongeBob Blu-Ray DVD’ offer they are running with Target.
Standup comedian Cristela Alonzo too, jumped in giving her fans a peek of her @Target wardrobe for the next two weeks on @TheView.
Interested in learning how you can discover brands that are associated with you? Click here to learn more.
Also, make sure you sign up for the #FreeForever Zoomph planto get a deep dive into your brand’s analytics.
* At the time this blog was written
**GIF sourced from: www.giphy.com