This image was printed as postcards that were included for free with orders. Low cost with large ROI that comes with the purchase incentive to get a free meaningful piece of rock memorabilia.
* Social and digital media marketing
* Branding
* Photography- lifestyle and product photography
Anarchist Apparel: a rock and roll clothing company sold only through its web-store. Everything about it reflected its rock and roll connections.
Target demographic: Lovers of classic rock. There are many different sub-brands of rock music, and different aesthetics to accompany them. Hot Topic, for instance, targets teens and adolescents who listen especially to pop punk, punk, and alternative rock. John Varvatos, in comparison, is an upscale boutique clothing brand with a sophisticated classic rock core.
Anarchist Apparel took to classic rock lovers, fans of Iron Maiden, the Rolling Stones, Led Zeppelin, Nirvana, etc. but was also able to cast a wider net of anyone who was passionate about rock music.
And what do rock lovers have in common? How can we tap into this audience deeply? How can we connect with them? Through a deep passionate love of the music, and the feeling of connectedness to a community it gives them.
We wanted our fans to feel that same sense of inspiration and transcendence and connection from Anarchist as when you step into a concert arena and the music kicks you in the chest and all the hairs on your arm stand up straight. We were tapping directly into their reasons for loving the music and the accompanying lifestyle and telling them indirectly that they could get those same feelings from our brand.
This chain is called the "Home is in the Music".
Social strategy:
1. Third-party influencers on Instagram and Facebook with similar style and a large, dedicated following.
2. Instagram as the main social platform of use, with a consistent aesthetic, consistent daily updates, and a consistent tone of voice aligned with the brand.
3. Partnerships with digital magazines and online publications, through advertorials, and with established print magazines, taking use use of their large social following, through sponsored posts on their social properties, Instagram giveaways and more:
This prestigious, established rock magazine tagged Anarchist on its Instagram, and we partnered with them to include an exclusive limited discount code on a particular product that we believed would resonate with their audience.
Above: entries into the repost and tag competition, led by the magazine on their Instagram. The goal was when fans tagged the brand in the caption and reposted the image, their followers would take notice of and follow the brand.
4. Partnerships with rock bands by featuring them on the channels.
5. Lots of non-product posts centred around the lifestyle of the brand.
6. Tumblr. Tumblr, especially at its prime, had a huge hipster, young, 'alternative' following.
Tumblr was a completely immersive experience, fitting the brand organically into it.
Photography
The photography was very heavily lifestyle-based, i.e. the product in its intended or potential use. The lifestyle photography was to reflect the carefree, passionate, classic rock and roll spirit of the brand.
Product-type photography:
