Chico's Senior Vice President of Marketing, Shelagh Stoneham, discusses the brand's 'How Bold Are You' social campaign. This episode offers insights into leveraging social media for brand refresh, gathering customer feedback directly from campaigns, and aligning marketing initiatives with overarching business goals to celebrate customer authenticity.
Key takeaways
Develop social media campaigns that align with brand values and resonate deeply with the target audience, fostering a sense of community and authenticity.
Actively solicit and analyze customer feedback from social campaigns to understand impact and inform future marketing strategies.
Clearly define business goals for every marketing initiative to measure success beyond vanity metrics and ensure strategic alignment.
Utilize campaigns to refresh brand perception and engage with customers on a more personal, emotional level, moving beyond age-based demographics.
In episode 179 of Total Retail Talks, Shelagh Stoneham, senior vice president of marketing, Chico's, reviews the women's apparel and accessories brand's #HowBoldAreYou social campaign, aimed at celebrating women's uniqueness and authenticity, and not just their ages. Stoneham offers insights into the customer feedback that Chico's has gotten from the campaign, as well as the…
Develop social media campaigns that align with brand values and resonate deeply with the target audience, fostering a sense of community and authenticity.
What does this episode say about dtc strategy?
Actively solicit and analyze customer feedback from social campaigns to understand impact and inform future marketing strategies.
What does this episode say about retail & omnichannel?
Clearly define business goals for every marketing initiative to measure success beyond vanity metrics and ensure strategic alignment.
What does this episode say about brand & content?
Utilize campaigns to refresh brand perception and engage with customers on a more personal, emotional level, moving beyond age-based demographics.
