Industry News | In Practice | The Bigger Picture | Digital Marketing | Your Business | Latest Research

Latest Articles

Customer service must keep a place for paper

Research shows a third of businesses are filing away and ignoring customer queries that arrive on paper. Charlotte Marshall, Managing Director of Iron Mountain in the UK, wants to examine this problem and why the integration of paper and automated customer service management is such an issue for businesses today. By Charlotte Marshall.

more

The time has finally come to unleash mobile ecommerce

Every year is expected to be ‘the year of mobile e-commerce’ and yet it never is! However, with Branding Brand predicting that more than 53% of visits to the top 500 e-tailers in 2014 will be from smartphones, we think it will be an important year for m-commerce. This comes after research carried out by the IMRG and Capgemini shows that in 2013 the UK spent £91bn in online sales, with sales via mobile devices increasing 138% from 2012. By Lee Cash.

more

Inattention a threat as mobile ad spend rockets

UK digital ad spend rose 15 per cent year-on-year during 2013 with mobile a key focus, according to new data. But as multiscreening becomes a cultural norm, advertisers face a stiff challenge for consumers’ attention, experts warn. By Chris Lee.

more

Related Articles

The Joy of ‘Dex: Interview with Morphsuits

Filed under: All Articles > Industry News
Tags:
By: NMK Created on: December 13th, 2011
Bookmark this article with: Delicious Digg StumbleUpon

Recent costume phenomenon Morphsuits have gained a loyal and growing fan base. New Media Knowledge caught up with one of the co-founders to learn more about how the company has used solely social media to generate awareness and growth. By Chris Lee.

 

By Chris Lee

Many companies aim to build social media strategies which directly lead to sales, but few succeed in achieving solid results. Companies such as t-shirt manufacturer Threadless market solely via social media and sell direct via Facebook and its own website. Other major brands such as coffee giant Starbucks use social media to offer vouchers to fans to use in its stores.

One British company, Morphsuits, also uses social media word-of-mouth as its sole marketing strategy. Morphsuits are a recent costume phenomenon. They are all-in-one spandex suits that cover the whole body from head to toe. Users can breathe through them, see through them drink through them, but users remain unidentifiable. They have become popular outfits at festivals, parties and stag dos, for example, and have generated something of a cult following since its foundation in 2009.

More than half a million Morphsuits have been sold, its notoriety triggered by eight fans wearing Morphsuits at the 2009 British and Irish Lions tour of South Africa received global exposure for the company. Morphsuits have also been prominent at the 2011 Rugby World Cup.

Facebook strategy

The company started marketing via Facebook as its key channel to market. By mid-2010 the Facebook page had around 1,000 fans, but by the end of 2010 that had more than 700,000 and was turning over £4.4 million.

Morphsuits does not have a marketing department. Instead, its co-founder Fraser Smeaton describes the company’s marketing strategy as “scrum marketing” by which Morphsuits’ online fans dictate the strategy of the company. It is Morphsuits’ very close relationship with its growing fan base which Smeaton credits with helping it gain traction, and it is those fans who design the suits, suggest outlets for sale and arrange competitions.

"Your fans are an invaluable asset. Keep them engaged and active,” Smeaton advised. “Once you have built your community don't let it stagnate. The valuable sharing happens when people engage because that is what creates stories on news feeds and re-tweets.”

Morphsuits’ anonymity – users’ faces are completely hidden – is perfect for Facebook. Morphsuit wearers feel confident to upload their photos and videos to Facebook – a key fulcrum of successful social media - to which the company interacts.

Smeaton continued: “The social community that you have built are the people that really care about your brand or product, so listen to them to get hints on product development, customer service and what competitors are doing. This is all free and should not be wasted. Your fans don't need to be paid to help; often recognition is enough, although the odd freebie never hurts."

In October 2011, Morphsuits had nearly 800,000 fans and a turnover of £10.5 million. Morphsuits’ social media marketing has helped lead to a deal with a major pan-US retailer.

Comments

andrewcreative said:

Who would have believed that! great story 800,000 fans and a turnover of £10.5 million - its one to show to all the social media marketing sceptics

You must be logged in to comment.

Log into NMK

Register

Lost Password?

Newsletter


For the latest news from NMK enter your email address and click subscribe: