social media buzz
When my company started doing social media for our clients – whether as a PR “add on” or a standalone social campaign, it was time I joined the fray. So I signed up on Facebook and then started Twitter. I made a vow that all my friends on FB would only be “real” friends. Twitter, follow away, but I did block things like NYC Towing. We just don’t have that much in common.
My early tweets were nothing to write home about, usually a little cryptic and often written after a glass of wine. Sometimes they had a musical score to accompany them, written after dinner, often after I’d turned up my music and traipsed out on the balcony to watch the city lights. “Sooner or later this happens to everyone” was an oft-repeated tweet. Cheesy. I know. Then, my tweets started reflecting my day-to-day life, which I try to separate from my business world. Eventually, some of my business acquaintances became “friends” on FB. Things were getting complicated. Add a second stream of tweets for Brand Building and one’s head begins to spin.
What’s the moral of this little tale? Keeping your various “streams” organized can be daunting, but it’s worth trying because as my managing director likes to say, “That’s social media lady, deal with it…”
I am a “Good Morning America” nut. I watch every single morning. I follow Chris and Sam on Twitter. You get the idea. And while GMA feeds my soul on a daily basis, it seldom feeds my work—alas, stories about three-year-olds surviving a week alone in the woods outfitted only in flame-retardant PJs aren’t as applicable to fashion as one might think.
So imagine my surprise when Diane announced during this morning’s show that the Olsen twins were stopping by to make an announcement—causing me to recalculate my morning routine to allow for lunch making as well as Olsen twins news. Turns out those wily twins are launching a tween fashion line with J.C. Penney’s set to hit floors in February nationwide.
Now, I must admit, when Penney’s opened up their Manhattan flagship store this summer, I cringed at the amount of money they were dumping into such a grand venture during the worst retail climate in a long time. I mean, I think Target’s move to introduce the GO International program was nothing short of brilliant. But J.C. Penney’s celebrity diffuse lines have fallen short for consumers and me as well. A quick gander at the I ‘Heart’ Ronson line, by wunderkind Charlotte Ronson, shows a hefty number of markdowns. That said, I must say that I’m impressed with Penney’s ability to cajole Ashley and Mary-Kate Olsen into launching a line for them. The kids that grew up watching Ash and MK on television and video are now credit card carrying teens and young adults—a fact I’m sure the big wigs at JCP are banking on (pun intended).
Select styles of the "Olsenboye" line — named for the twins' family in Norway — will be offered for a limited time online and in some stores from Nov. 6 until the official launch in February. Prices range between $20 and $50. Marketing support leans heavily on social-media buzz and "guerrilla" street outreach via pink ice cream trucks turned mobile shops that will travel around New York City today, with the Olsen sisters aboard. Ultimately, if this venture doesn’t end in a landside retail success (which it just might) it’s already a resounding PR success. As Michelle on “Full House” would say: J.C. Penney’s, you got it dude!