31 May '16, 8am

Mulberry spotlights reinvented handbag design with modern personalities

“Without buzz, a product launch cannot be successful,” said Markella Haynes, social media community manager at MDG Advertising, Boca Raton, FL. “Even with the built-in brand recognition of Mulberry and Johnny Coca, it’s critical for a launch of this kind to build in user engagement—to test for all consumer feedback and generate strong word-of-mouth marketing as both consumers and influencers integrate the bag into their daily lives. “Johnny Coca wants to ‘build on [their] heritage rather than create something completely new.’ And that’s exactly what this user-generated content campaign does for Mulberry,” she said. “Each contributor is able to broadcast what the Mulberry Bayswater means to them, whether it be their first luxury handbag, purchased as a special gift after an achievement, or just because it screams professional woman. “When other Instagram users look through ...

Full article: https://www.luxurydaily.com/mulberry-spotlights-reinvente...

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