Social media diary 13/2/2009 - Agent Provocateur

Tree decorated for Valentine's Day in San Dieg...Image via Wikipedia

Agent Provocateur engages women consumers across multiple platform

Appropriately for the day before Valentine's Day, this week saw lingerie brand, Agent Provocateur, launch a social media campaign to promote its HelloAgentProvocateur blog. As you might expect from a lingerie brand, the blog includes a range of posts from the relatively tame advice on relationships and dating, to the more provocative (appropriately enough). One recent post, for example, included a post featuring a chart of exciting and mood-killing things to say during sex.

Alongside the blog post, they've launched a Facebook page and also a Twitter stream allowing micro blogging from MsProvocateur. The idea, according to Scott Goodson, CEO of StrawberryFrog, the agency working on the project, the first time a luxury fashion brand has launched a provocative social media campaign tying together their various data-linked platforms, like a multi-entry daily blog, Twitter feed and Facebook

With a launch tied into a new ad campaign (itself designed to coincide with Valentine's Day), this looks like a real attempt for a co-ordinated marketing approach. Using traditional and social media and then tying together online activities with a central micro blog.

So what can we learn from this?

We wrote earlier this week about the continued growth of social networks in 2008, and in particular the tremendous growth for both Facebook and Twitter. What Agent Provocateur appear to be doing is to use the different social network tools and online community platforms to engage people in different ways.

  • The blog is being used for regular posts that discuss issues of relationships, dating, and Agent Provocateur's products in some depth. They run news and features alongside it and this really capitalises on the role that a blog can play as a content-rich information source.
  • Facebook is being used to showcase content and ideas from the blog and the campaign, and to gather friends. It capitalises upon the networking aspect of Facebook by encouraging people to connect with it. This is much softer than some of the activities that take place on the blog and reflects the difficulty that brands have marketing directly in Facebook (and other social networks).
  • The use of Twitter allows Agent Provocateur to bring together all of this activity and to broadcast what they are doing and saying on a regular basis. They can capture contacts in a way similar to in Facebook, but Twitter offers something really different. It's not just a medium for releasing content (as is the case with the blog) nor on for accumulating friends and showcasing the best of what's going on (as is the case with Facebook). Twitter allows them to actually engage.

It is rewarding to see that even with only 351 followers on Twitter, MsProvocateur is starting to engage and respond to people directly. When one follower tweated about the gifts their boyfriend had bought them, MsProvocateur responded with some thoughts on gifts that are good to buy in return.

The real value of Twitter is both in acting as a central portal to bring together and point to all social media activity, and also a true engagement tool. In fact, when brands use Twitter, it really is a case of the more you put in the more you will get out. It is worth finding people who are talking about your brand or the topics and subjects you discuss and following them. Do respond to people, give advice and suggestions. And make this not just an overt marketing message. Really engage people and you will then reap the benefits of this activity in sales.

It's not the use of Twitter that we like of Agent Provocateur's campaign (although it is good), nor the topical nature of the subject. Rather it is that they are using a range of social media tools to engage people in different ways. A sensible approach.

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Matt Rhodes

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