Last week I came across this great example of a social media initiative: “The “One-Dress” has been collectively designed and created by over 1000 women from across the globe via online social networks such as Facebook, Myspace, ASmallWorld, Twitter, etc. Over the course of eighteen months these women were asked to share information about their lifestyle, dreams and desires as relates to one simple – but truly important piece of clothing – the DRESS. By sharing their likes and dislikes in fabrics, colors, necklines, silhouettes, seasons, etc. the “One-Dress” was conceived, incubated and now released into the universe.”
What I find really interesting is that the product itself has been created directly with the consumer via social media. The media here stands for what it is a media. The strength comes from the concept and the strategic use of it not from the technology itself which is something I truly believe in.
On top of that we can see in the tactics use that the fundamentals are here: there is a true content, they used relevant contexts and everything is made for an easy contamination.
In terms of communication message and branding we also come back to core basics: they created something unique AND useful.
A big BRAVO!
The “One-Dress” project was curated by Creative Director, Malcolm Harris of Mal Sirrah, Inc. A portion of all profits will go to benefit the following organizations/charities: Womankind Worldwide and KIVA.ORG
http://one-dress.com/
Post by Isabelle Quevilly, Sep 26th
Tags: campaign, content is god, social media, unique
