Hats and t-shirts are the chief focus for '47 (@47), but the company's social media efforts are not limited to promoting the latest designs and styles for their gear. The duo behind the company's social media planning -- Senior Manager of Brand & Interactive Media Victoria Barnaby and Interactive Marketing Coordinator Erika Wentzell -- believe that the brand’s strength on such platforms comes from being true to its values. That includes sharing with consumers tidbits about the those who wear the brand. Wentzell: "Storytelling can be about showing and not always telling. So when we create something or think about a message and how to best share it, we consider what (people) enjoy.” To enhance that effort, '47 earlier this year profiled a Packers fan, complete with a film crew visiting the fan in Wisconsin and treating her to a game at Lambeau Field. That effort was among the best-received content put out by the brand. Barnaby: "For the people who embody our brand and wear our product, we turn the camera on them and let them have the mic when it comes to expressing themselves.”
Social media philosophy:
VB: It has a lot to do with our brand philosophy and our content. We know that the majority of our content is shared and created in a partnership with our community. Authenticity is paramount in everything we do.
Authenticity tied to trust in the product:
VB: Our brand platform is "Let Your You Out," so we promote any form of self-expression and individuality.
EW: This spring we had an MLB collaboration with Carhartt, which was one of our best-performing campaigns from a social media perspective. We focused on Carhartt’s ethos of elevating the hard-working fan. All of the craftsmen were actual craftsmen. We didn’t have to seek inspiration anywhere except with who really wears Carhartt and ’47.
Choosing which teams/items are featured:
VB: For the content messaging that you see on social, we make a couple of different considerations. Outside of playoffs and championships -- which we respond to in real time -- as a brand we highlight new product designs or collections. If not, we are developing content around a team that we might have a robust partnership with.
Most-popular merchandise in posts:
EW: It’s always fun every month reflecting on what did well and trying to understand what the community is getting excited about. Headwear focused posts are popular, for sure, and collaborations.
When the most fan engagement occurs:
EW: We see big engagement during key moments such as the playoffs. Also, the '47 x Fader Sessions concert series put on with Texas A&M during South By Southwest. That was a really great moment for us on social. It did really well. Also our '47 redesign program, which was in its inaugural year. We had students from Pratt Fashion Institute redesign our product into new fashion creations. We profiled the students and their creations and posted live from our fashion show.
Keeping up with shifting interests of fans:
EW: It definitely changes in the blink of an eye and the key to being successful as a brand on social is being nimble. It’s recognizing when a piece of content is performing well and then restructuring and resharing it on different channels and in different ways to capitalize on that moment.
Posts connecting with the "everyman":
VB: When you see something performing well, it usually means you struck a chord with your audience and are speaking a common language. You don’t have to do much more. It is going to resonate for being true to the story and people.
If you know anyone who should be featured for their use of social media, send their name to us at
jperez@sportsbusinessdaily.com
