CREW Collective

12/12/2019

"Marc Jacobs: "⁠

In 2014, Marc Jacobs launched a casting call on Instagram to scout models for their Marc by Marc Jacobs AW14 campaign. The aspiring new faces were invited to post a video on Instagram and include and in the caption... and over 70,000 people responded!⁠
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Of the 30 finalists, 9 models were cast to feature in the campaign, each representing different backgrounds, hometowns, and vibes. They were flown into New York City, styled by Katie Grand and photographed by David Sims, with the campaign debuting in the August issue of Teen Vogue.⁠
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The (striking) bottom line? It took a simple hashtag and a compelling social media contest to get the job(s) done: market the brand and shoot an exciting adv.

12/09/2019

"Give Cozy, "⁠

Cause marketing: a collaborative effort between a business venture and a nonprofit organization aimed at producing socially impactful campaign.⁠

In winter 2015, whiskey brand Maker’s Mark partnered with One Warm Coat to create the “Give Cozy, ” truck tour campaign. They served hot chocolate and gingerbread cookies to anyone who showed up to donate warm coat.⁠
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The truck traveled across 7 U.S. states distributing about 5,000 cups of hot chocolate and 3,500 gingerbread cookies. Most importantly, Maker’s Mark and One Warm Coat were able to help over 20,000 people with the coats and funds collected.⁠
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Why embark in cause marketing, then? In the new, current era of social responsibility and call for being more humane, cause marketing is an honest way to communicate effectively and demonstrate corporate values to consumers.

12/05/2019

“Peloton: The gift that gives back”

Peloton released a new commercial just in time for this holiday season called “The gift that gives back.” It tells a story about a woman who received a Peloton bike from her husband as a Christmas gift. She started recording herself for a year while working out with the bike, and then showed the video diaries to her husband during next Christmas as a way of saying thank you for the gift.

The commercial has received so many negative reactions since its release on November 21. People have complained that it is sexist for a man to gift his wife an exercise equipment because he is forcing her to lose weight. They also suggest that the reason why the woman looks so terrified during the commercial is because she actually didn’t want the bike and is only doing the workouts to “obey” the man.

According to Bloomberg, Peloton’s stock has already dropped by 10 percent on December 3, and investors are backing out from the company because of the poorly thought-out commercial.

11/28/2019

“Absolut Vodka Artist Collaborations⁠”

After Andy Warhol created the first Absolut artwork in 1986, Absolut's bottle became an instant iconic, easily recognizable design. They collaborated with various artists and created Absolut bottles in different kinds of unique ways. The campaign became so successful that ended with 1,500 separate ads. ⁠⠀
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Brand marketing can take a while and requires a great deal of patience to build a complete brand. Absolut’s consistent marketing and communication strategy led them to build the Absolut brand image as we, the consumers, recognize it, and become one of the top vodka brands worldwide.

11/26/2019

"HotleTonight: Visit, Don't Stay"⁠

Seasonal Marketing: A form of marketing that focuses on specific times of the year, including holidays, events and activities.⁠

Fact: Seeing your family always feels great, but sometimes too much family togetherness can be tough as well. ⁠
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In 2016 HotelTonight, a travel app specializing in last-minute bookings, created humorous print and video ads to demonstrate said fact, and started the “Visit, Don’t Stay” holiday campaign. ⁠
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They led users to engage by providing their own the best/ worst homecoming horror stories using the hashtag on Facebook and Twitter. The campaign ran through the month of December and the final winners were awarded HotelTonight credits. ⁠
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By creating a unique seasonal marketing campaign, HotelTonight had succeeded in building brand awareness and creating customer engagement starting with an easily approachable and sharable human fact.

11/24/2019

"Macy’s White Gloves"⁠
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In the 1920s American department store Macy’s had an overstock of unpopular white gloves and had concerns on what to do with it. ⁠
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They resorted to a stealth marketing strategy to stimulate the 'effect de panoplie', that is the phenomenon of consuming goods to feel a sense of belonging to the upper classes and celebrities.⁠
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Macy’s quickly gathered a new clientele of sophisticated, uptown women, by encouraging and endorsing them to ride the subway with (literally!) white gloves. The strategy? Commuters would see their idols wearing a fashionable accessory and will emulate them to reach the same sense of style by purchasing Macy's white gloves themselves.⁠
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White gloves became as in fashion and popular as anticipated, leading to exhausting the overstock and increasing overall sales.

11/20/2019

“PUMA Italy National Football Team kit 2019”⁠⠀

On October 12th, 2019 the Italian national football team broke their 108 years long tradition by changing their home jersey from blue to green in their match against Greece in Rome.⁠⠀
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Dubbed as “La maglia Rinascimento” (literally: The Renaissance jersey), Puma launched the jersey as a tribute to the young players of the Italian national team, traditionally known for relying on seasoned players, but now boasting 12 teammates aged 25 or younger. ⁠⠀
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The green jersey was only to be worn for one game, with Italy expected to return to its signature blue jersey when playing Armenia in Palermo on November 18th. ⁠⠀
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The jersey launch was received positively on social media, with a lot of fans enjoying the simple yet unique design which fits well with the dark green fabric. ⁠⠀
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However, it also received many criticism in Italy. The team is nicknamed “Azzurri”, or blue in English, and therefore people argued that the blue home jersey is sacred and should have never be changed. ⁠⠀
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Even the national team coach, Roberto Mancini, admitted that he prefers the blue jersey over the green because he is an “old-fashioned” man. ⁠⠀
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This wasn’t the first time Italy wore a green jersey though. They also wore it when they defeated Argentina 2-0 in Rome in 1954.

10/17/2019

"BTS: I Purple You"⁠
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South Korean band BTS is currently having a world tour, “LOVE YOURSELF: SPEAK YOURSELF”.⁠
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To welcome them, iconic landmarks from all over the world lighted up in purple. ⁠
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Purple is their official color and is the color of how they identify themselves. As you can see, they are building themselves as a brand and spreading their brand color to wherever they go. ⁠
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Color can be very powerful method to produce a good identity for a brand and company.⁠
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BTS just finished their concert in Saudi Arabia last week. The next and final performance of the tour will be held in Seoul, Korea on October 26th, 27th, and 29th. For the first time ever, this will be broadcast live in cinemas in Singapore, Thailand, Japan, and the United States.

08/13/2019

Do you ever wonder what you could do to build a future with a sound social impact?
At C.R.E.W. we strive to think beyond imagination and come up with practical, thoughtful solutions that can bolster our world’s future. This is what we have in mind, and in our hands.

-EMPOWER MINORITIES
-HELP SMALL BUSINESSES GROW
-MENTOR START-UPS
-TRAIN NEW BUSINESSES
-AMPLIFY SOCIAL IMPACT

08/13/2019

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