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- The RealReal Isn't Fake
Brand: The RealReal
Campaign: Canal Street
Read time: 5 minutes
💬 Overview 💬
The RealReal is THE largest online marketplace for authenticated luxury goods.
They authenticate every purchase through an extensive process, even collaborating with the company’s that they sell.
They’re COMMITTED to promoting sustainability and authenticity in the fashion industry.
And as we all know… FAKES are a huge problem.
Not only are they bad for the fashion industry at large, but from a sustainability perspective, they are often made with toxic materials and in excess.
So… how do you challenge consumers to consider how and why fakes are actually bad?
💙 The Branded Moment 💙
Enter: An activation on Canal Street
Canal Street is known for being the Mecca of fake luxury goods.
At every corner, people are trying to sell knock-offs and fakes.
YSL, Prada, Gucci, Rolex, you name it.
So what did the RealReal do?
They went RIGHT to the center of the chaos and launched a full activation.
The venue’s exterior featured a sign reading: “Monday: CLOSED. Tuesday: CLOSED. Wednesday: CLOSED,” etc.
The storefront seemingly displaying designer handbags.
However, the bags were actually fakes that they had received through their authentication process…
💡 Results 💡
The installation was picked up by Vogue, Business Insider, the New York Times, and many, many more.
My favorite part of the event was the controversy/conversation it sparked.
The activation successfully 1) increased awareness of The RealReal and 2) sparked serious discussion around how buying luxury resale is better than buying fakes.
All in all, I’d call it a real W.
🎬 Take Action 🎬
What is the single biggest enemy of your brand?
For the RealReal, it’s the counterfeit market.
There are COUNTLESS reasons to hate on fakes, and the RealReal literally said, “Where are they? Let’s GET EM.” And raised their pitchforks and went.
So… who’s your brands enemy? Where are they? And how are you going to get ‘em?!
Find where they are, be there, and then….challenge them.
What’s New This Week
One new product I tried this week 👉 Little Lunch — Okay not necessarily a new product but new coffee spot, and they had amazing displays and special drinks!
One new campaign I’m loving 👉 Kate Spade & Heinz — Initially hated but it’s growing on me. Reply with your thoughts I am so curious.
One account to follow 👉 Zoe Stewart — She makes affordable fashion look luxury and I love it.
Brandkeeping
If you enjoyed this newsletter, please forward it on to 3 marketers you know!
And if you have a brand or campaign you want to spotlight, please reply directly to this newsletter.
Let’s chat!
See ya!
Ali
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