Age of Turbulence: How 1928 Is Using Social Media to Weather the Economic Storm
still from a promo short for 1928, used with permission.
The web is a wonderful tool and I’m always on the look-out for how people and companies are using it to achieve their goals, whether these are to meet new people or build brand loyalty.
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After watching 1928 Jewelry Company’s surreal promo shorts on YouTube, I shot a direct message to Macala Wright, their director of marketing and public relations, and demanded that she fill me in on the jewelry company’s vision for integrating new media in their marketing efforts.
What’s 1928 Jewelry and where did the concept come from?
1928 Jewelry was founded in 1968 by Mel Bernie. Mel loved high-end, expensive costume and couture jewelry, made from solid gold and sterling silver, using semi-precious and precious gemstones, which made the pieces extremely expensive.
One day, Mel was in downtown L.A. and found a place that did gold plating and created faux pieces. He wondered if there would be any interest the the jewelry from department stores, so set up few appointments to showcase the pieces he had selected, all vintage and art deco style jewelry, recreated to match the couture pieces in everything but the price. In one week, he’d sold $30,000 worth. 1928 was born.
How is 1928 using the internet to drive and promote their brand?
The internet is largely new territory for us. We’ve spent the last three months developing a holistic approach to online marketing that incorporates social media marketing, PPC and search engine optimization. We’ve approached it very strategically and gone slowly because we don’t want to do what a lot of brands out there do right now, which is just create noise.
We embrace the idea of engaging our customer, but we also want to take it a step further, we want to engage them, to show them why we should have the privilege to be a part of their lives. We take that privilege seriously so anything we do has to be relevant to that goal. Every woman has a story to tell, and we want to help her tell it.
Do you have a clear-cut plan for harnessing the power of web 2.0 in selling your brand?
Web 2.0 tools are the primary focus we are using for building brand awareness. Most women over the age of 30 have heard of 1928 Jewelry. Now we’re targeting a younger market and showing a woman under 30 that we are for her too. We are where she lives–the videos and photo shoot reflect that. Modern and urban, while being timeless and beautiful. We have an online series planned for 2009 that will really help us drive this home.
So the plan is ever evolving. We have a framework for what we want to accomplish with web 2.0 marketing tools, but we’ve left a lot of fluidity and flexibility in that plan when it comes to social media, video and online promotions. If something screams, “You have to do this! And do it now!” because it’s leading to positive results, then we are able to adapt the strategy quickly.
You never know who you’re gonna meet on the web. Twitter has been a driving factor in connecting with stylists that landed us several opportunities to have a large number of pieces in independent and mainstream film. We designed Hermione’s earrings in Harry Potter. The videos have given 1928 online credibility and have started giving us an easier lead in to great partnerships for 2009 and 2010.
Do you think Twitter is the right place for brands?
Absolutely. Brands with something meaningful to say and offer belong on Twitter. I tweet as @Macala and Jen Bernstein is @1928jewelry on Twitter, but the account has her information and she writes it from her perspective. We represent ourselves, not just the company as a blind name. We interact as ourselves, and I think that’s key. Just like Tony Hsieh (@Zappos) does. It’s him, not just a blind thing.
Do you see a revival in women’s fashion toward the more iconic classic look?
Vintage is quite an interesting term, because it means something different to each person. Vintage could be straight Hollywood glamour–sleek glass accents, black, white, silver–highly refined and glamorous, or it can be Breakfast at Tiffany’s, glamorous but more soft and approachable, casual. It can even be the conservative, yet sexy and provocative style of the 1960s that provided simple, everyday elegance. Vintage is on a huge upswing right now because of the economy. Every magazine talks about thrifty finds, dressing on a budget and creating a multi-purpose wardrobes. Women–including your most favorite celebs–are starting to brag about the bargain bin finds at Marshall’s, shopping in consignment stores and antique flea market finds. It’s hip to frugal now, we even have terms for it: Bargainista and Frugalista.
But I don’t think that vintage inspiration has ever left fashion–if you look through five years of Vanity Fair or Vogue, you find vintage-inspired styles on every page. Necklaces, colors, dress cuts, the lines of skirts, they all pay homage to something that was a trend in the 20s, 30s, 40s, 50, 60s. It’s beautiful. Strong vintage inspiration is what distinguishes a classic woman from a trendy girl.
Where is the jewelry made? If outsourced, do you have control over your chain to ensure it’s all fair labor?
1928 is made in the US, our main facility is in Burbank, California. We have strict policies on the chain to ensure ethical and fair treatment of our labors.
Where can we get it?
All 1928 Jewelry collections, including Vintage Bridal, can be bought online at 1928.com. The more modern line of 2028 is available at Macy’s or online.
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December 31st, 2008 at 5:04 am
Yes, i do agree with you Twitter is one of the good choice for promoting products/business. Over all its a good article. Tweeted this one
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January 1st, 2009 at 4:19 pm
[...] Read The Full Interview Here [...]
January 8th, 2009 at 2:17 am
The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.
Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.
While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.
OMG, Brand4profits last blog post: Push buttons and pull customers. Obama knows it’s what you do after the sale that counts.
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