MATERIAL GIRLS.
LOVE STORIES X MATERIAL GIRLS
This project shows that we need to apply marketing in a different way. We need to let go of old ways of thinking and start seeing target groups as consumer communities. These groups want to be less controlled and want to feel that they can be part of the brand.
Love Stories is responding to the community of Material Girls with this project. The brand has, in fact, an opportunity to appeal to this group and successfully communicate inclusivity.
RESEARCH REPORT
This book lays out in detail what the opportunities are for Love Stories and why the Material Girl community is a good fit for the brand. The community is then laid out so that, as a reader, you have a good understanding of what characterizes this group. The difference with a target group is that it does not have a specific profile description, but a type of culture is explained.
CO-CREATION
Consumer communities are primarily reached online. Therefore, social media are now indispensable in marketing strategies. Here it is important that the community feels that they are allowed to participate in the brand. On the one hand, they want to feel heard and, on the other, they literally want to have a say in the brand’s actions. This strategy creates long-term relationships with Love Stories.
