Marketing Trendz Volume 19 October Edition 2015 | Page 21

webmasters

THIS IS WHAT
OFFLINE/
ONLINE
ENGAGEMENT
LOOKS LIKE

Anthropologie might be onto something with its #AnthroWindows project.
The Boho-chic fashion and homewares retailer uses its store windows as microgalleries where it can tell stories visually through handcrafted works, support
causes, and connect with consumers on-site and online.
This past Earth Day, the company’s display director, Erika Sorgule, dedicated
the windows to depleting rainforests in Costa Rica and the rest of the world,
with contributing artists creating leafy and colorful rainforest sets out of
recycled newspapers. Anthropologie then invited people, be they shoppers
or passersby, to take snapshots of their local store window and share them on
social media like Instagram and Twitter using the #AnthroWindows hashtag,
effectively helping an offline marketing initiative go viral.
A few more initiatives that bridge the offline/online divide: Anthropologie’s
adoption of Like2Buy, a smartphone tool that makes Instagram product galleries
shoppable with just one tap; a uniquely branded Terrain website dedicated to
its home and garden range; and creative animation that brings products to
life for the holidays.

http://like2b.uy/anthropologie
Click on the Web icon in the digital edition to view.

http://OnInstagram.com/anthrowindows
Click on the Web icon in the digital edition to view.

Click on the window below in the digital edition to view video.

http://www.ShopTerrain.com
Click on the Web icon in the digital edition to view.

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