How NVGTN Creates Successful Social Media Campaigns - MKT-455

As you may know from my Instagram page and blog, I am obsessed with the NVGTN brand of workout gear. I currently own a pair of leggings and joggers, but I am definitely looking to add more to the collection during the next launch. Speaking of launch, what’s unique about their brand is they only sell their items during their long-awaited product launches every few months. I have noticed that NVGTN has a product launch about once every three months.

Since NVGTN only sells their products at certain times throughout the year, the social media campaigns they use to market their products are extremely critical towards their success. In the coming weeks before their launches NVGTN owner, Ashleigh Jordan, begins to promote the new pieces for upcoming launches through her own personal Instagram page. Ashleigh posts workout videos to her page almost every day and showcases the new pieces by wearing them herself. By wearing the clothes and actually working out in them, this shows her followers that her brand is both stylish and practical when it comes to putting them to use. It is also nice to see them on a real person rather than just a model to create a more personal connection to the brand.

Each time Ashleigh posts a new video to her personal account, she tags the @NVGTN account as well, where the campaign is in full effect. The brand's account continuously posts photos of each new piece releasing, and includes details about the product itself and information about the upcoming launch in each caption. Something I thought was really unique, and super effective, that NVGTN does is post pictures in sets of 3 to showcase the product at different angles. For example, they'll use the professional pictures of Ashleigh in the same outfit three times in a row with the same caption on each picture as well. This creates a very consistent and organized brand image, since each row on the page is showing the same products. In addition to posting pictures, NVGTN also takes full advantage of stories, particularly to showcase their products further and remind followers of the upcoming launch dates during their campaigns. They also use their stories to repost what they've been tagged in, which helps keep them engaged with their community of followers. For example, when people receive their new products in the mail, many will take pictures and post them online. NVGTN will then repost those pictures to their story, which in turn keeps their customers emotionally connected and wanting to interact more with the brand.

Perhaps the most useful tactic NVGTN uses during their launch campaigns are try on haul videos that they upload to their YouTube account. A few weeks before the launch, Ashleigh tries on each item that is going to be released and describes it briefly so followers can get a closer look at some of the new products. The goal of this video is to allow followers to pick out what they want in advance, all while creating a more personal, unique, and interactive experience with their brand.

Overall, the NVGTN product campaigns are very successful for their brand. The company sticks to very consistent methods on social media in order to promote their products. They do a great job at creating very simple, personal, and effective campaigns that greatly boost their success during each launch. It really goes to show how successful their social media campaign tactics are when an hour after the launch goes live, almost all of their products are sold out!

Photo from @NVGTN on Instagram