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How Kate Spade is making digital count Wednesday, 8th February 2012
Spread across Facebook, twitter, Tumblr and even Manhattan taxis, Kate Spade’s digital campaigns are no mean feat, ringing in an 11 per cent rise in e-commerce sales for 2011.
According to senior vice president of marketing Kyle Andrew and web art director Marissa Kraxberger, the aim for Kate Spade is to be innovative, drive traffic to the company’s website and to do this on a limited budget.
With commercials, blogs, photographs of window displays, animated gifts and other colorful visuals, the duo illustrated how the brand brought their “Wrap! Unwrap!” holiday ad campaign to life.
The all-out marketing effort not only spiked online traffic in the fourth quarter, but helped boost Kate Spade’s database by 17 per cent.
Visitors to the web site could read about staffers’ picks for a hot cocoa crawl, download holiday wrapping paper or try to win a daily gift card, among other things. Tie-ins via social media furthered the company’s connection to shoppers, resulting in 27,000 Facebook fans in one day and bolstering its Tumblr followers.
As is the case with all of its digital efforts, Kate Spade uses its blog, Facebook page and e-mail alerts as a way to bring its consumer community closer together “while still keeping shopping in mind,” Andrew said.