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Oakley drive purchases and desirability by connecting themselves with “cool” sporting personalities
Oakley show that using social media to publicise links with key brand ambassadors can make a brand more desirable and trigger purchases.
Oakley, the luxury eyewear brand, have a long list of brand ambassadors from the worlds of surfing, tennis, golf, motorsport, winter sports and others. They utilise their Facebook page to publicise information about these various sporting icons and encourage fans to comment for the chance to win Oakley products. In so doing, Oakley attempt to associate themselves with personalities at the forefront of the sporting world.
WaveMetrix social media monitoring shows that the publicised association leads consumers to positively discuss Oakley products and the “cool” Oakley brand. By drawing a link between Oakley and personalities in key sports, the brand successfully aligns itself with the forefront of sport. This fosters the brand’s desirability and leads many consumers to explicitly say they will buy an Oakley product.
Brand ambassadors establish a “cool” Oakley brand that “rules”:
- Despite Oakley only mentioning their products in passing, consumers tend to talk frequently about Oakley sunglasses and clothing: While official Oakley discussion is very much focused around personalities, consumers are apt to link this back to “cool” Oakley sunglasses
- The link with sporting personalities leads many to say that the Oakley brand “rocks”: With their wide range of sporting personalities, consumers associate Oakley with sports that “rule” and consequently see the brand as “awesome”
- Some consumers talk about sports in general as well: This discussion, when coupled with official links to videos and pictures of sporting stars, helps further emphasise the brand’s link with sport
A relatively high proportion of consumers say express an intent to buy Oakley products:
- Although Oakley shape discussion around sporting ambassadors, rather than their products, a significant number of consumers still express their desire to buy Oakley products: This demonstrates that using Facebook to publicise a brand’s link with key personalities can foster a brand’s desirability and trigger purchases