Welcome to the Social Spotlight, where each week we’ll dive deep into what we love about a brand’s approach to a specific social campaign. From strategy through execution and results, we’ll examine what makes the best brands on social tick — and leave you with some key takeaways to consider for your own brand’s social strategy.
It could easily be argued that e-commerce has taken a lot of the fun out of shopping. Don’t get me wrong–I love being able to order exactly what I need and have it show up on my doorstep the next day. But sometimes I miss the thrill of, as my mom would call it, “poking around” and finding something truly awesome. In this week’s Social Spotlight, we’ll take a look at how discount retailer Marshalls is reviving that feeling for the social era and turning a potential brand negative into a powerful brand asset.
One of the bargains shoppers make with a retailer like Marshalls is that in exchange for lower prices on brand-name goods, there are no guarantees that a given store will carry exactly what you’re looking for. While this could be maddening in the age of on-demand everything, Marshalls has turned its stores’ quirky, unpredictable stock into a treasure hunting adventure via a social campaign called #MarshallsSurprise.
The premise is pretty simple: Through their own social channels (primarily Instagram and Pinterest), Marshalls encourages shoppers to share pics of their best “finds” — from absurdly great deals on brand name clothing to the rug that really pulls the room together — using the hashtag #MarshallsSurprise. They’ve tapped some lifestyle influencers to join the campaign, extending the reach and reminding consumers that anyone can find a great surprise at Marshalls.
As of this writing, #MarshallsSurprise had more than 24K mentions on Instagram and over 130K engagements on those corresponding posts. From new bedding and home decor to pumpkin spice pajamas, shoppers have been eager to share their weirdest and most wonderful discoveries. And according to Sprout’s Listening data, 93% of social conversation around #MarshallsSurprise has been positive. Let’s take a look…