10 months ago
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On February 22, direct-to-consumer cashmere brand Naadam posted a series of four Instagram posts poking fun at competitor Quince. Quince, which sells cashmere apparel, among other things, markets its pricing directly in comparison to brands including Naadam, Naked Cashmere and J.Crew, spotlighting its own $50 styles. Naadam’s meme-ified posts, in response to Quince’s marketing, were a stark departure from its more typical Instagram aesthetic which showcases its apparel.
“We’ve seen this brand, Quince, use our name in their marketing. I don’t know if it’s illegal, but I know that it is strange. I know that it’s frowned upon. … Marketer-to-marketer, you generally try not to do that. … It does cross a line,” said Matt Scanlan, co-founder and CEO of Naadam, regarding the impetus for the micro-campaign, which lasted a day and a half last week. It encompassed the Instagram posts, but also a homepage takeover, email marketing and some paid performance marketing, Scanlan said, adding, “It was [just] a one-shot deal. It’s not our whole marketing message.”
That said, the only goal for the campaign, rather than to drive sales or even brand awareness, was just “to have fun,” Scanlan said. The brand was not promoting a new product, and the budget was zero dollars. Scanlan laughed as he reported that his graphic design team, which usually works in Adobe, made the memes on PowerPoint.
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English (US) ·