In the old days of advertising, one good advertising agency was all it took to create advertising that weighed heavy enough on the hearts and minds of consumers to influence their purchase behavior. These days, it takes a lot more than just a good ad created by one agency to influence consumers. It takes a village, literally.
You know those classic cartoons of a snowball rolling down a mountain, gaining size and speed by the second?
That’s a great metaphor for the way a brand grows. We call it a Katamari, which is Japanese for “clump.”
Once a Katamari starts rolling, it picks up whatever it touches. Good and bad, true and false, planned and unplanned.
Kirkland’s sparkliest spokesperson, Merry the Gift Fairy, is really busy these days. Not only has she been doling out free shopping sprees and surprise giveaways, she’s also spreading cheer on Twitter by sharing random tidbits of holidayness with complete strangers. Just some of the words of “wisdom” Merry has passed along:
“The best way to wrap a gift is with plenty of love. (Although a big red bow is pretty nice too.”
“Did someone say, ‘Christmas spirit?’ Those are my two favorite words!”
“Anyone who says holiday shopping isn’t a sport is obviously not trying hard enough.”
“Shopping tip of the day: Carry lots of sugar cookies in your purse and you won’t have to stop to eat.”
The DP was gracious enough to work weekends to get this cut so that followers of rp could learn how to make their own Merry the Gift Fairy campaign.
Real shoppers caught on video being surprised with a FREE Christmas shopping spree from Kirkland’s and Merry the Gift Fairy, all part of our newest campaign.
There’s something about Merry - People relate to characters and other people more than they do an ambiguous brand.
As part of the Kirkland’s 2010 Holiday marketing effort, the Glee Spree campaign is designed to position Kirkland’s as an ideal place to buy gifts during and outside of the holiday season.
The gifting season is among us with the holidays just around the corner. This can often be a time of excitement and wonder mixed with a sprinkle of anxiety (think long lines, time with your crazy family, etc.) We are often reminded that the season is about giving and that no matter what you give it really is the thought that counts. But over time, has this phrase lost its meaning?
CMOs we have a present for you; our whitepaper on correlating marketing to business results is up over at Adweek but you can download it here (180kb) without having to be registered with Adweek.
Winning couldn’t be easier – shoppers simply asked their Kirkland’s associate for a free You Win game piece. Everyone won something, including prizes such as gift cards and discounts as part of the $25,000 instant win prize package.
Gift Genius store associates were introduced as gift connoisseurs who are highly-trained to help you find that perfect gift for whomever is on your list.
The Kirkland’s Designers take turns creating unique photo challenges for the community members. The Designer then reviews all the photos and selects their top pick to award a $200 Kirkland’s gift card.
The Holiday Dazzle Photo Contest was a way for community members to share how they had decorated for the holidays. Members were asked to upload a photo of their home decorated for the Fall or Winter seasons with Kirkland’s merchandise.
Just as the name implies, this promotion awarded not one, but four lovely ladies with complete room makeovers. All you had to do was sign up with three of your friends to be eligible to win $10K in Kirkland’s merchandise and a designer to help makeover a room in their house.
The MyKirkand’s Designers serve as the voice of Kirkland’s on the community site – sharing quick tips, reviewing Kirkland’s products and starting discussions.
These were the five original MyKirkland’s Designers as voted on by the community. To see the latest MyKirkland’s Designers, view “Designer Refresh.”
