River Island is making the most of its collaboration with Rihanna through social media and exclusive content, writes Jill Geoghegan.
After the false starts of failed Facebook stores, many brands have shied away from f-commerce, choosing instead to concentrate on the marketing potential of the online community giant.
With its campaign around the launch of Rihanna’s capsule collection, River Island is showing just how to engage its core demographic.
The young fashion retailer has launched a two week campaign to celebrate the launch of the Diamonds singer’s new album, the climax of which will be a live concert streamed directly onto River Island’s Facebook page.
The innovative concert will kick off today (November 19) and will be accompanied by a slick marketing campaign offering River Island customers the chance to receive a never released bonus track from the diva herself.
The retailer will also stock and sell CD copies of the album in 12 of its stores alongside the collection and Rihanna T-shirts, which are available both in store and online.
This is a canny move by the retailer, harnessing one of the biggest names on the planet and offering free content, whipping the fans up into a frenzy that can be easily channeled into buying product designed by the star.
By offering their customers exclusive access through the social media gig, River Island is ensuring that when the Rihanna range is unveiled, the tills will also be singing.