The info in the back of #TheDress: Social Media Generates Buzz & sales

March 9, 2015

Black and blue or white and gold, there’s no denying #TheDress – no matter coloration it can be – interjected some recent (and worrying?) air into our social networks for a few transient days this March. With the debate fading, many are asking, was once #TheDress just a social media stunt?

As sensible as it could had been from the social media advertising viewpoint… nope. It’s no marketing stunt. however #TheDress has taught us a little bit bit extra about what makes for excellent, share-worthy, viral content material.

#TheDress by the Numbers

#TheDress reached #1 rank for Trending subject matters on Twitter.
The Roman Originals’ facebook submit (the dress’s purported maker) provided a chance to win the costume; the publish was shared 752 instances.
Roman Originals noticed a 347% elevate in sales considering the fact that #TheDress.
Roman Originals noticed a 2,000% increase in visitors due to the fact #TheDress.
An eBay person bought a used version of the gown for $ 2,900.

Numbers by way of Melanie Curtin (OpiaTalk).

four million conversations about the costume.
the top three associated hashtags have been used over 5 million instances in additional than one hundred international locations.

Numbers by way of John McCarthy (The Drum).

…and this all happened – start to end – in fewer than seven days. #TheDress first became a viral social media phenomenon when a Tumblr article was posted on Feb. 26. The infographic and information above were published on March 5.

Can Success of #TheDress Be Replicated?
That’s the million-greenback question each marketer would like to grasp the answer to. generating this stage of social media buzz round anything else – whether that’s a product, brand, or movement – can never be guaranteed. but, in fact, there are confirmed strategies and tactics, all of that are rooted in what we call “The Social Age.”

#TheDress social media phenomenon particularly highlights the importance of one of those Social Age’s values: responsiveness. at first of 2014, I wrote that responsiveness is the one budget you completely can’t minimize. That’s even more authentic lately.

#TheDress, Responsiveness & Social Media advertising
in the Social Age, unresponsive manufacturers (which includes gradual manufacturers) are not relevant. Roman Originals completely nailed “responsiveness” with how they jumped on #TheDress phenomenon. They did this with the aid of…

paying attention. First, the company used to be listening to the social media conversation. ahead of the rest, you merely have to point out up.
holding it simple and actual. Secondly, they didn’t attempt to take credit score for the trend. They didn’t create difficult backstories. They really seemed as surprised as the rest of us that #TheDress had blown up. people can robotically identify with that standpoint.
displaying no negativity. Thirdly, Roman Originals didn’t respond to trolls or haters. Nothing excellent comes out of this group; steer clear of them.

Is Your brand prepared to reply On Social Media?
How do you keep your brand on its toes? What are your ways for being ready to reply quick and deftly to viral content?

–oh, and… what colour is that costume?

Digital & Social Articles on trade 2 group