The dichotomy of brands and blogs has become increasingly delicate as brands seek the exposure and evangelism of bloggers, and bloggers seek compensation for driving potential customers to retail. Add to this the layer of transparency that is expected of blogs by their readers, and the entire thing becomes a complicated dance.
Bloggers are now directing companies to their agents, and it’s not unheard of for agents to put forth proposals charging upwards of $100,000 for sponsored posts on prominent blogs. It’s no wonder that brands often struggle with how to best approach bloggers. For instance, should they try to cultivate a relationship with bloggers prior to asking for a mention? Another consideration is, should bloggers be incentivized for their efforts, and how? Brands are used to the formality of having the PR department reach out to editors, whereas bloggers are informally posting opinions from the comfort of their bedrooms.
Given the ambiguity and sensitivity in all of this, it was refreshing when I received an email from Club Monaco stating that they were about to launch a blog, adequately dubbed Culture Club, and asking if I would be interested in participating. They sent a link to the blog in beta form, and we set up a call to discuss in more detail. This gave me the ability to review the blog and determine if it looked like something I wanted to be part of. In our initial call, it was explained how they wanted to compile interesting and inspiring thoughts on their new venture, Culture Club, from various different people. They went on to mention how the idea of being inspired feels like a natural direction for the blog given the brand’s identity as having a cultural and artistic perspective.
Club Monaco then sent a package, containing a welcome letter, a branded disposable camera, a look book, VIP customer card, $100 store credit, and the necessary release forms. The package came beautifully presented in wrapping paper that was actually a mosaic of the blog’s design.
To raise further awareness and celebrate the launch, Club Monaco amassed a street team to distribute 1,500 additional branded disposable cameras throughout New York City over a three-day period. From art galleries to a parade into SoHo, the street team gave out cameras and built buzz.
While nothing within this strategy is revolutionary, Club Monaco’s approach is refreshing in it’s simplicity and transparency. In an industry where uncertainty in the right approach can sometimes lead to a contrived and forced partnership, this method of outreach seems natural, fun and inspiring.
All articles reviewed and edited by: Gina Conforti
Photo credits: Club Monaco Culture Club
