CASE STUDY: URBAN OUTFITTERS, BALLET COLLECTION
Urban Outfitters has always been a trend-setting fashion brand. Know for their strong personality & cult-like following, they have their marketing strategies down to a science.
Recently, they launched a campaign for their ballet-inspired collection.
Our take? It perfectly bridged the gap between URL & IRL (our entire philosophy at Matikas), executing an extremely well-rounded & effective marketing technique.
Let’s breakdown exactly how they did it.
IRL BALLET CLASS
No experience required!
UO offered a sign-up to a mini ballet class they held for (non)dancers of all abilities.
They advertised for it on social media for days & even talked up the bonuses they’d get if they participated. (Still mad I can’t get the drawstring bag they gave away.🩰)
There were snacks & refreshments from local vendors available & the girls who participated were able to shop the new collection immediately after class.
This pop-up event achieved two things: an emotional connection to the new collection (because of course you’d want to buy those adorable leg warmers after landing some gorgeous grand jetés) & the potential for some incredible UGC.
Want to create a unique IRL experience like this for your brand? Apply here to collaborate with us.
Photo by Urban Outfitters.
USER GENERATED CONTENT (UGC)
Besides the promo on their Instagram stories, they also rolled out some incredible UGC.
They shared pics & video uploaded by the dancers who attended the class. There were clips of floor work, stretching, snacking & of course the new clothing.
The rest of the online community was able to get an inside look at what went on, along with some wardrobe inspiration for the new balletcore pieces.
Why did this work so well?
It was authentic, it felt like you were keeping up with stories from your friends who took the class.
It emphasized the community-driven aspect of the brand.
It served as inspiration to buy from the new collection.
The best part for the business? All of it came from the people who attended the class — they didn’t have to create any new content, they just shared what they were tagged in.
Want an engaging content strategy like this for your brand? Apply here to work with us.
Photo by Urban Outfitters
FINAL TAKEAWAY
Urban Outfitters expertly merged in-person experiences (a killer ballet class) with online features (UGC content from the event) to strengthen their message: gorgeous ballet-inspired pieces are here & you’re missing out if you’re not buying in.🩰
Are you ready to elevate your brand? Apply to work with us here!
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