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were chosen by each swimmer. The promotion of this campaign was done all through Speedo’s Facebook, Twitter, Instagram, Pinterest, website, and YouTube. Alyssa Igawa, Marketing Director for Speedo USA stated (2013): “You could buy a commercial, and it’ll run three times and it never lives again. We wanted this campaign to have longer legs. We wanted to engage everybody in a conversation, and we wanted to tell more stories with our athletes. With social, we could do that much easier. We didn’t have to pay for media like we could have to if we were buying print or TV, and consumers wouldn't have latched on to it as easily. We used all of our earned and owned social channels, and all of our blogger friends, to have people tell stories on our behalf and get that buzz out there.” Art of the Cap was a successful social media campaign because of the Olympic gold medalists. Igawa stated that the company has always communicated with athletes on social media to congratulate them on swims and birthdays and to ask to promote product along the way but they have never done a campaign where they asked the swimmers to participate (Birkner, 2013). When Speedo created a campaign featuring Olympic Gold medalist swimmers, the company’s large swim community was interested. According to Cialdini’s Liking Principle, we like people who are similar to us and the fact holds true whether the similarity is in the area of opinions, personality traits, background, or lifestyle (Cialdini, 2006). The young swimmers that follow Speedo’s social media networks hope to someday win a gold medal of their own. By showcasing Ryan Lochte, an Olympic swimmer, marketing Speedo’s new product, the swim community is targeted and are influenced to purchase a swim cap. Another well-known marketing technique is featuring your customers on your Instagram feed. This is an effective tool especially in the clothing industry. According to the Social Media Ha 7PDF Image | Experiment: Instagram Marketing Techniques and Their Effectiveness
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