This week I'm taking a closer look at three brands and evaluating their integrated marketing communications. The key is to see whether these brands have a consistent message across all channels.
BHLDN
Vintage-themed clothing and decor for weddings
Do they take an IMC approach?
BHLDN has somewhat of an IMC approach. Visuals aren't repeated on their multiple platforms, but BHLDN promotes a lot of the same content and ideas in ways that are appropriate for each channel. Facebook and Google, for example, have the same exact posts. But Twitter, Instagram and Pinterest posts are more tailored: Twitter promotes their partners as well as followers, Instagram is more about visuals and behind-the-scenes sneak peeks, and Pinterest operates as one big BHLDN inspiration board. Overall, however, if you take a look at posts from June 1 to June 15, it’s a lot of same content across multiple platforms, which creates a cohesive marketing picture. Much of the content comes from BHLDN’s blog, B Inspired, which is then usually shared to Facebook, Google+, Twitter and Pinterest. Instagram, again, is reserved for more behind-the-scenes images. BHLDN promotes the use of the #BHLDNBride hashtag to encourage brides to submit their wedding photos.
Are they consistent in messaging and imagery?
When I think of BHLDN, I think of a vintage pink and a lot of lace. And if you take a quick peek at all their social networks, there is a lot of pink and lace. I also think of the arrow logo (seen above), which is used on all platforms. The message is very much the same: finding ways to inspire and help brides plan their wedding using BLHDN gowns and products. I do want to point out that not all imagery is marked or recognizable, but this could be because the brand sometimes uses content from other sources. I would recommend being more consistent with titles/text and perhaps utilizing some sort of watermark, logo or mark. For example, on Wedding Wednesday, BHLDN usually posts something about how to get your wedding look for under $____ (see below). However, no where on these posts is there a BHLDN logo or some sort of branding. BHLDN's tone across all platforms is similar--conversational but informative.
Is content up to date?
Yes, content is very up to date, but it appears the company does not update its blog, Facebook, Google+, Instagram or Pinterest on weekends. This could be a mistake because some brides may not have time to follow platforms or plan their wedding during the week.
How do they drive users to the other social channels?
They do cross-promotion posts such as “Visit our Pinterest board!” They also put Instagram photos on Twitter, which I’m sure helps bring users to that platform. As mentioned previously, users are driven to the blog via Facebook, Google+, Twitter and Pinterest.
Yes, and very appropriately. The most common one is #BHLDNBride, which is used mostly for real brides and their photos. This hashtag is used on all platforms when they share an image of a BHLDN bride, which promotes brand awareness and consistency. On Twitter, hashtags are used according to the day: Shoesday Tuesday, Wednesday Wednesday and Throwback Thursday. They also use specific hashtags according to certain BHLDN locations, for example, #BHLDNLA or #BHLDNBoston.
THE COLOR RUN
"The happiest 5k on the planet." 
Do they take an IMC approach?
The Color Run certainly does take an IMC approach. The brand itself is very fun and nonchalant, but its social media execution is flawless. Like many other companies, the blog is driving force of content, and The Color Run has so much company-generated imagery that each and every post is recognizable. Blog content is shared across all platforms in different ways, but it is all very consistent to the brand. Facebook, Twitter and Pinterest are used to post about upcoming events, past event photos, recipes, motivational quotes, promotions and more. Google+ consists of only motivational quotes. Instagram is just an explosion of beautiful and branded Color Run imagery. The company also has a YouTube, and I would like to take a moment to appreciate this video that is a perfect representation of the brand:
The Color Run is very methodical with their messaging and imagery. Everything is fun, positive and, of course, colorful. All images have a logo or watermark, and I particularly appreciate all their custom imagery. Text is very uniform across all platforms, and the same logo is repeated everywhere. The company's tone is very playful and encouraging (phrases include super duper, you rock, rainbows of awesomeness, etc.), just what you'd expect from the happiest 5k on the planet. Below is just a sampling of some custom imagery posts.
Content is extremely up to date, but like many other brands, not much content is uploaded or updated on weekends. (Can you tell social media manager is a 9 to 5 job or what?) The Color Run's YouTube, however, hasn't been updated in about 11 months. I think if I had any recommendations for this company, it would be to utilize more video. As a past Color Runner, I would say the atmosphere is unlike anything else, and videos would really showcase and capture how truly happy and energetic the event really is.
How do they drive users to the other social channels?
The company will often pick a platform and do a giveaway and following spree (see below). The Color Run is constantly giving away free gear, which certainly helps drive traffic and followers. Blog content is also promoted on all social media outlets, which drives traffic to the blog and website.
Are hashtags used regularly?
The most common hashtags I saw were #happiest5k and #thecolorrun. Hashtags are used on Twitter, Pinterest (not very consistently) and Instagram.
LULU*S
Trendy online clothing retailer
Do they take an IMC approach?
Yes, Lulu*s does. Like many other brands, the company has specific content for each platform, but when a promotion comes up, it gets promoted across all platforms. Blog content is also shared across various platforms to generate traffic. Posts typically consist of the styling of their products, outfits from bloggers, quotes, contests, promotions/deals and new arrivals. Lulu*s describes its ideal shopper as chic, confident and inspirational, and this is reflected in the brand's voice. Tone and voice is very witty and fun.
For the most part, everything that Lulu*s posts is a promotion of the brand, and it's pretty consistent. It gets a little murky when the company shares blogger content or quotes, but Lulu*s counteracts that by posting blogger content to its blog/Tumblr so that it still takes you a platform that is branded. My recommendation would be to create custom imagery for quotes so that the brand gets more recognition when quotes like the one below are shared.
Yes, content is very up to date. And finally, a brand that updates on weekends! We shopaholics love weekends, and Lulu*s recognizes that.
How do they drive users to the other social channels?
Lulu*s shares all their Instagram posts to Twitter, which helps and hinders its content marketing. It helps because I'm sure it drives users to Instagram, but it hurts because without those Instagram posts, it doesn't seem as though Twitter has much unique content or posts. As mentioned previously, blog posts are shared across platforms. Other than that, I don't see the brand trying to drive users to other channels, which is something that should be incorporated more into the marketing plan.
Are hashtags used regularly?
The only hashtag I saw was #lovelulus on Instagram. Again, perhaps if Twitter had more unique content, the hashtag could be used more. Also, the Pinterest account often lacks hashtags, which is something that should be improved upon.
