{"id":117215,"date":"2020-02-06T20:00:00","date_gmt":"2020-02-07T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/oscars-2020-retail-marketing-lessons-from-the-red-carpet\/"},"modified":"2024-12-19T14:35:34","modified_gmt":"2024-12-19T19:35:34","slug":"oscars-2020-retail-marketing-lessons-from-the-red-carpet","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/oscars-2020-retail-marketing-lessons-from-the-red-carpet\/","title":{"rendered":"Oscars 2020: Retail marketing lessons from the red carpet"},"content":{"rendered":"

The Oscars are back! As usual, we’re not content to simply predict the winners and losers of the Best Picture race. The real big question on everyone’s mind is: who will be the best- and worst-dressed stars on the red carpet this year?\u00a0<\/span><\/p>\n

As digital obsessives and avid pop culture consumers, we tend to watch these award shows with interest. After all, celebrities in today’s culture are more than just people; they’re actively managed brands. Retail brands can learn a lot from Hollywood celebrities this season\u2014how to make a splash, how to project confidence, how to generate positive buzz without compromising their reputation, and how to get a return on their often considerable investment.<\/p>\n

So, with that in mind, here are our four lessons from the red carpet that retail brands can incorporate into their digital marketing strategies<\/a>.<\/p>\n

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  1. \n

    Be a trendsetter<\/h2>\n

    As one celebrity after another rushed to copy the pink puffy dress trend throughout 2019, it was Billy Porter’s gender-norm-challenging tuxedo ballgown that made the biggest statement at last year’s Oscars.<\/p>\n

    Retail marketers can learn a lot from Porter. Many brands rush to embrace the newest channels in digital media\u2014like short-form video-sharing sensation TikTok<\/a>\u2014but simply copying other strategies will not get you ahead of the crowd.<\/p>\n

    \"TikTok<\/p>\n

    Voice search. AI chatbots. Augmented reality. It’s easy for brands to get “trend anxiety” as they read about the percentage of dollars being directed into new channels. Rather than following trends that may be wrong for your business, pause and analyze the data<\/a>. Where is your target audience today? Can you buck the trend, or, better yet, trail-blaze one of your own? Ultimately, the trendsetters are the ones we remember.<\/li>\n

  2. \n

    Play up your strengths<\/h2>\n

    Is your brand classy and elegant like Helen Mirren? Cool and understated like Emma Stone? Bold and playful like Bj\u00f6rk?<\/p>\n

    The celebs who make the best-dressed lists are inevitably those who know their personal brands inside out\u2014and understand what will work best for the image they’re trying to project. They know their best camera angles. They work with stylists to play up their most memorable “trademark” features and to perfect their signature look. The same style that suits one star perfectly might look desperately wrong on another.<\/p>\n

    For retail brands, the success of your content and campaigns similarly depends largely on how your customer base receives them. The same campaign that comes across as perfectly plausible from one brand might seem false, desperate, or fake coming from another. The best and most memorable campaigns are the ones that play up something unique about a brand.<\/p>\n

    \"Screen<\/a><\/p>\n

    When REI implores people every Black Friday to #OptOutside, it rings true because this is a value shared by the brand and its target audience. In contrast, Burger King’s now-infamous #EatLikeAndy Super Bowl ad landed with a thud, mostly because Burger King is about the last brand anyone would associate with Andy Warhol\u2014now or in 1975.<\/p>\n

    The lesson for retailers? Learn your camera angles. Know your signature looks. Understand your audience and why they buy. And opt for messaging that speaks to who you are.<\/li>\n

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