Ever wondered how Anthropologie managed to rack up a staggering 60 million impressions on social media? Spoiler alert, it wasn't by accident. They’ve been busy turning the traditional marketing playbook on its head and we’re here for it. Let’s dive into the delightful chaos of their strategy.
Community: The new Creative Director.
Long gone are the days when brands spoke at their audience. Anthropologie flipped the script and started a conversation with them. By embracing user-generated content and collaborating with creators, they've built a community that's as stylish as it is engaged.
Storytelling over selling.
Instead of the usual product push, Anthropologie crafts visual narratives that resonate. Think lo-fi videos showcasing real people styling their products in real homes. It's authentic, relatable, and, dare we say, quite charming.
Micro-Influencers. Major impact.
While macro-influencers have their place, Anthropologie found gold in partnering with micro-creators. These collaborations feel more like a chat with a friend than a sales pitch and audiences are responding with likes, shares, and purchases.
Shares. The new metric that matters.
Likes are lovely, but shares are where the magic happens. Anthropologie zeroed in on shareability, creating content that fans can't help but pass along. It's word-of-mouth marketing for the digital age.
Flexibility is fabulous.
In the fast-paced world of social media, rigidity is a recipe for irrelevance. Anthropologie keeps a few content slots open each week to jump on trending topics, ensuring they stay timely and topical.
Social Search is the new SEO.
Gen Z is turning to TikTok and Instagram for answers, bypassing traditional search engines. Anthropologie tapped into this by embedding popular search terms into their content, making them discoverable where it counts.
Authenticity over aesthetics.
Perfection is passé. Anthropologie's most engaging content often features unfiltered, behind-the-scenes glimpses into real life. It's messy, it's honest and it's utterly endearing.
Don't broadcast, engage.
Anthropologie doesn't just post and ghost. They actively engage with their audience, responding to comments and fostering a sense of community. It's social media as it was meant to be - social.
Final thoughts.
Anthropologie's approach is a masterclass in modern marketing. It’s community-driven, authentic and refreshingly flexible. It's not about being the loudest in the room, it's about being the most genuine.
Fancy bringing a bit of that magic to your own brand? Let's have a natter and see how adding a little Cheeky to the mix can make your social strategy sparkle.