Both
Naked Heart Foundation and KaBOOM are non-profit organizations dedicated to
providing children with safe places to play by building playgrounds in their
region. Naked Heart is based in Russia and has other areas of focus, including
providing safe living conditions for orphans and helping families with children
who have disabilities. Therefore, their demographics are more specific to
individual families as well as impoverished communities. On the other hand, KaBOOM
is more widespread throughout the United States, perhaps because of it’s
political support, and has built thousands of playgrounds through partnerships
with other companies. Although they similarly target economically needy
communities, KaBOOM focuses more on the neighborhood than on individual children.
Both organizations use videos on their websites to appeal to their audience.
While photos and news releases are effective in promoting their message, videos
are necessary because they provide visual examples and draw people in
emotionally through artistic quality and a story structure. This can be seen in
Naked Hearts videos, specifically one called “Every Child Deserves a Childhood.” It begins with only music, photos and copy, however, it is
extremely powerful in embodying the ways in which the organizations helps both
healthy children and disabled children as well as families as a whole. As the
video progresses, images turn into videos of happy children and families and it
finally concludes with a photo of the founder and supermodel, Natalia Vodianova, holding hands
with a disabled child while the words “every child deserves a childhood” fade
onto the screen. It appeals to the audience’s emotions through bright colors,
slow music, and appealing photography. In contrast, KaBOOM has dozens of videos
that are set up in documentary format. They are usually twice as long as Naked
Heart’s videos and include interviews and personal testaments along with music
and copy. In one particular video called “All About KaBOOM” the CEO Darell
Hammond specifies the companies vision to give all children a safe place to
play within walking distance. Immediately he is reaching out to children
nationwide regardless of status or health, whereas Naked Hearts helps the
impoverished and disabled specifically. KaBOOM’s videos have less of an
artistic quality, with song changes every few seconds and quick cuts from
footage to photos to copy. However, they provide more information and
have a series of videos showing the construction of playgrounds in major
cities. In this way, they show their constant improvement and work towards
their goal. KaBOOM’s videos are more performed and rehearsed than Naked Heart’s, however,
they are much more successful in their endeavors. This can be seen by their “1000 playgrounds in 1000 days” campaign whereas Naked Heart has built a little over
67 playgrounds since their founding. This may be due to the large celebrity and corporate
endorsements to KaBOOM, including support by First Lady Michelle Obama,
however, it may also have to do with their public relations tactics and
communication with the media. Many of Naked Heart’s videos are similar in style
and consist of testimonies from primarily its founder while KaBOOM’s videos follow their
every move and give credit to supporting organizations and celebrities. While
the artistic quality of Naked Heart’s videos are initially more appealing, they
don’t deliver as clear of a message or show as many specific examples to the
public as KaBOOM does.
The Urban Outfitters Apparel Company as well as
their partnered brands Anthropologie, Free People, Terrain, and BHLDN have been
known for promoting not only edgy, trendy products but also a lifestyle brand.
They describe their core consumers as “upscale homeless,” young people between
the ages of 18 and 26 who live the “hipster” lifestyle, complete with a
fascination for the supernatural, tattoos, music festivals, and all things
vintage. The very specific target demographic seems to grow from the Urban
Outfitters brand itself, which is a tribute to its success. While the company’s
main website focuses on selling merchandise, their blog and Facebook page promote
their image. The Facebook page often features products connected to an activity
that coincides with the lifestyle brand. For example, a recent post of a hand
hovering over tarot cards includes the caption “consulting the cards” and
appeals to a bohemian lifestyle. Although the
focus is on the activity, all of
the products, including the cards, the nail polish, and the rings on the girl’s
fingers can be bought in store. Other posts are unrelated to Urban Outfitter’s
products altogether and focus solely on the lifestyle. For example, there is a
weekly “Music Monday” post featuring edgy alternative music, company events
that are open to the public and allow consumers to be VIPs, and other mentions
of camping, exploring, and glimpses of the Urban life. By posting 3 to 4 times
a day, the Facebook page stays consistent in the minds of consumers and appeals
to not only what they like to buy, but what they like to do. This can be
further seen in the company’s blog, which allows shoppers to be more
interactive and incorporate Web 2.0 features like links to other sites, videos,
and opportunities to comment on posts and chat with other Urban consumers who
have similar interests. The lifestyle includes a interest in art, literature,
and music which can be seen in the blog’s album reviews, foreign movie reviews,
book discussion, and artist series. There is little mention of actual products
although most of the subjects discussed can be connected back to the store. One
recent blog post is an interview with a hypnotist who clearly resembles the
company’s lifestyle while yet another is a contest that allows viewers to
submit artwork, outfits, and interior decorations. Urban Outfitters and it’s
connected brands
use their Facebook page and blog as well as many other social
media outlets to encourage their consumers to not only purchase their products,
but live their lifestyle and give feedback online. In this way, consumers are
buying more than a product. They are buying into a way of life and continue to
express their style through Urban Outfitter’s products.
Both
Naked Heart Foundation and KaBOOM are non-profit organizations dedicated to
providing children with safe places to play by building playgrounds in their
region. Naked Heart is based in Russia and has other areas of focus, including
providing safe living conditions for orphans and helping families with children
who have disabilities. Therefore, their demographics are more specific to
individual families as well as impoverished communities. On the other hand, KaBOOM
is more widespread throughout the United States, perhaps because of it’s
political support, and has built thousands of playgrounds through partnerships
with other companies. Although they similarly target economically needy
communities, KaBOOM focuses more on the neighborhood than on individual children.
Both organizations use videos on their websites to appeal to their audience.
While photos and news releases are effective in promoting their message, videos
are necessary because they provide visual examples and draw people in
emotionally through artistic quality and a story structure. This can be seen in
Naked Hearts videos, specifically one called “Every Child Deserves a Childhood.” It begins with only music, photos and copy, however, it is
extremely powerful in embodying the ways in which the organizations helps both
healthy children and disabled children as well as families as a whole. As the
video progresses, images turn into videos of happy children and families and it
finally concludes with a photo of the founder and supermodel, Natalia Vodianova, holding hands
with a disabled child while the words “every child deserves a childhood” fade
onto the screen. It appeals to the audience’s emotions through bright colors,
slow music, and appealing photography. In contrast, KaBOOM has dozens of videos
that are set up in documentary format. They are usually twice as long as Naked
Heart’s videos and include interviews and personal testaments along with music
and copy. In one particular video called “All About KaBOOM” the CEO Darell
Hammond specifies the companies vision to give all children a safe place to
play within walking distance. Immediately he is reaching out to children
nationwide regardless of status or health, whereas Naked Hearts helps the
impoverished and disabled specifically. KaBOOM’s videos have less of an
artistic quality, with song changes every few seconds and quick cuts from
footage to photos to copy. However, they provide more information and
have a series of videos showing the construction of playgrounds in major
cities. In this way, they show their constant improvement and work towards
their goal. KaBOOM’s videos are more performed and rehearsed than Naked Heart’s, however,
they are much more successful in their endeavors. This can be seen by their “1000 playgrounds in 1000 days” campaign whereas Naked Heart has built a little over
67 playgrounds since their founding. This may be due to the large celebrity and corporate
endorsements to KaBOOM, including support by First Lady Michelle Obama,
however, it may also have to do with their public relations tactics and
communication with the media. Many of Naked Heart’s videos are similar in style
and consist of testimonies from primarily its founder while KaBOOM’s videos follow their
every move and give credit to supporting organizations and celebrities. While
the artistic quality of Naked Heart’s videos are initially more appealing, they
don’t deliver as clear of a message or show as many specific examples to the
public as KaBOOM does.
