To Tweet or not to Tweet: The revolution of Web 2.0

Where Vision goes Viral

Vivacious visual merchandising and brilliant billboards splattered across the Westgate Bridge are not obsolete. Rather, they are now combined with new media and social platforms as part of a bigger-picture business principle called Integrated Marketing Communication.

Companies are encouraged to align their business vision across their Integrated Marketing Communications (IMC) platforms to achieve maximum brand presence in a highly influential environment. This means achieving a clear, single vision across both traditional and new media forms.

The Australian fashion chain store Witchery, like many other brands, has chosen to use social media and online platforms to ‘support the creation of brand communities’ (Kaplan & Haenlein, 2010, p. 64).

Witchery has a strong online presence of 173k Instagram followers and 11.5k Twitter followers, where they post several times and day, ensuring that the communications between the platforms are aligned.

As a case study, we can observe the widely popular Witchery White Shirt Campaign that has been running over the last seven years. Each year, Witchery develop a line of white shirts, and during the campaign all gross proceeds of white shirt purchases go to the Ovarian Cancer Research Fund.

As seen in the Tweets above, the social media presence encompasses facts developed by the OCRF, celebrity ambassadors (such as Cheyenne Tozzi, Dider Cohen and Nadia Bartel) and style tips based on the white shirt range, and are aligned to communicate the same message to both platform audiences.

The campaign concludes on May 1st with a show at the Sydney Opera House and anybody is able to register to attend the event. In this, Witchery is demonstrating a sense of inclusivity for their consumers and publics reached by this campaign. This sense of connection between the brand and consumer is imperative in an online setting.

Mangold & Faulds (2009, p. 364) explain that ‘organisations can leverage emotional connections by embracing one or more causes that are important to their customers,’ whereby the company establishes a stronger connection with their publics by appealing to their pathos with a highly emotional issue.

In direct abidance of this, Witchery makes an emotional appeal using one of the key OCRF statements: It could be your mother, wife, sister, friend or even your daughter. Research is the answer.

Using the witcheryonline YouTube channel to reach online communities, Witchery further engage their consumers and publics to the Behind the Scenes of the celebrity endorsed campaign shoot. Check out the video below to see the glamour behind the campaign.


Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53. 59-68. 10. 1016/j.bushor.2009.09.003

Mangold, W. G., & Faulds, D. J. (2009). Social Media: The new hybrid element of the promotion mix. Business Horizons, 52. 357-365. 10. 1016/j.bushor.2009.03.002


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