rhode - this one is rather self explanatory.
if you have been on the internet like at all, you would’ve seen the huge splash hailey beiber has made with her iconic lip gloss phone case.
this is an example of brilliant packaging, or “form-factor” marketing. thinking about the consumer’s needs (the phone case for lip gloss) and combining it with an ingenious way to market your own product, so that no other brand’s lip gloss can fit into your phone case. i can’t put my summer friday’s lip gloss in my phone case - i need to have rhode
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form-factor is something i learned from
i.e. thinking about the way brands package their marketing. how would it look differently if it was packaged in a plastic bottle versus a glass? how would the customer percieve a product if it were presented differently?gap - gap’s recent marketing move quite literally had me in awe.
gap partnered with jungle on their new season drop of clothing (if all of this is sounding like wtf to you, let me explain why its significant). because they had to double-down on this, they even brought in tyla to preform in the music video, which has gone viral on platforms like tiktok, with over a million views. not only did this campaign excite customers with gap’s return to its roots of dance and music videos - the campaign gave us a feeling of nostalgia: “the dance-focused concept aims to show off the flowy comfort of Gap’s linen offerings, such as ’90s-inspired loose-leg pants and long-sleeved button-ups.”1
what better way to make a campaign about a concept “movement” — that can then be deployed to create tiktok content, youtube shorts, instagram reeels, and leverage short-form content platforms. it’s been a while since we have seen a retail brand make a splash with a music video — once again the form-factor. think about what a difference it would’ve been if this campaign was just images rather than a video. think about how the music amplifies the clothing. if even one of these was slightly different, i would argue that this campaign would not have done as well as it has in social media.
if anything else, this campaign proves that GAP is back - and in tune with their customers. this campaign appeals to quite literally, everyone:
genZ through utilizing the viral hit “Back on 74” by Jungle and the artist Tyla, who also went viral on tiktok for her song “Water”. this is genius because GAP knew what they were doing - create a campaign that will go viral.
older generations - giving the sensation of nostalgia through its 90-s feeling of clothing, and the irresistible feeling that Jungle creates through their music.
3. poppi - poppi is the quintessential example of the form-factor marketing, as i call it.
to see why, let’s take a look at how poppi’s products used to look, before they made the big pivot to the canned bright poppi we all know and love:
poppi went through a massive rebranding once they realized what was working for them - being the healthier alternative to soda. how do you do that in an oversaturated market? become as similar to soda as possible. make it easy for the consumer to choose you over a coca-cola can because they now view you as a soda can instead of a weird healthy probiotic soda your mom would drink. and of course, choose to target a market with a market size valued at approximately USD 445.80 billion in 2022 and reach a market size of around USD 630.89 billion by 2030.
this is yet another case and point of why, as a brand, you should be paying attention to 1. your ideal customer and audience 2. how you can leverage your product to fit the narrative of your ICP (ideal customer profile) 3. choose to differentiate or assimilate - stand out from the crowd with your form-factor, or in the case of poppi, assimilate into the sea of soda cans rather than “healthy probiotic sodas”
a strong narrative all three of these examples speak to is that sometimes it’s better to fit in rather than stand out. and sometimes its better to stand out than fit in.
and this is why i love brand-marketing - it is so seemingly simple (just, like, understand your customer) yet so profoundly complex.
https://www.retaildive.com/news/gap-jungle-tiktok-viral-video-back-on-74-spring-2024-campaign/709146/
Excellent info!!