Lilly Pulitzer is a timeless brand that
specializes in women’s clothes and accessories in array of signature, colorful
prints. Lilly Pulitzer was founded in 1960s’ Florida, as is evident in the way
that some of their products even display the state’s silhouette in their
designs. Lilly Pulitzer expressed their sympathies on their various social
media platforms when news of the Orlando shooting initially broke on June 12,
2016, but it was not until June 26th, 2016, that they posted what I
would considered to be a successful social media post for the Florida-based
company. On June 26th, Lilly Pulitzer posted that, on that day only,
10% of proceeds from any one of their Florida corporate stores would go to the
OneOrlando Fund. In the 2016 book Social
Media Marketing: A Strategic Approach, authors Melissa S. Barker, Donald I.
Barker, Nicolas F. Bormann, Mary Lou Roberts and Debra Zahay cover the
characteristics of a successful social media marketer, the first of which was
to “stay on top of social media trends” (Barker et al., 18) which is one of the
reasons that I believe this post was so successful. In the weeks following the
Orlando shooting, it was still trending on most social media sites, especially
the hashtag #OrlandoUnited, which Lilly Pulitzer used in their post. Another
characteristic of a successful social media marketer was to “be prepared to
think and act quickly,” (Barker et al., 18) and I think Lilly’s response, two
weeks to the day after the shooting was fairly swift and soon, before social
media started to focus on the upcoming Fourth of July holiday.
Barker,
M.S., Barker, D.I., Bormann, N.F., Roberts, M.L., & Zahay, D. (2016). Social media
marketing:
a strategic approach (2nd
ed.). Boston, MA: Cengage Learning.
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