“J. Crew saw a business opportunity in assuming the role of a sophisticated and self-assured friend, guiding customers through the infinite offerings of the Internet without pushing them to buy only its own wares.
“‘What the world needs now is curators and filters,’ said Anthony Sperduti of Partners and Spade, the New York advertising agency behind the campaign. ‘J. Crew is savvy enough to know that the Internet has changed our buying patterns.”
“On the Fiesta Movement, we had higher unaided nameplate awareness than Fit or Yaris, and we spent 10 cents on the dollar, than a traditional tv ad campaign. So by starting earlier and using social media to spread the word about the new product, we’re really reducing the amount of traditional advertising we have to spend.”
Ford CMO Jim Farley answers questions about how the company uses social media. Watch the full interview with Jim Farley.