The Met Gala took centre stage this week as celebrities, fashion queens and A-listers flocked to the iconic carpet to show off their eccentric looks.
We know what you’re thinking, what has this got to do with web design, ecommerce and marketing? Well, the Met Gala is one of the world’s most infamous events that attracts millions of viewers across the globe and hugely influences fashion trends long after the event is over. We’re here to dissect the success of the Met and find the golden nuggets of marketing genius that has allowed the event to not just succeed every year, but soar beyond expectations. If you’re a business owner or ecommerce manager, we’re sure you can learn a thing or two from the Met Gala and take some valuable lessons away from this blog. Without further ado, let’s get stuck in!
Purple Cows
If you’re unsure what we mean by a Purple Cow, here’s a brief summary to get you up to speed:
Seth Godin’s best-selling book offers a simple message that marketers can use to grow their brand and build brand awareness. The message is, be remarkable. Godin’s theory is that in a world of over-saturation and intense competition, the only way to stand out from the crowd is to do something extraordinary to make people take notice – Just like they would if they saw a Purple Cow in a field. Innovation, imagination and uniqueness are crucial elements to get a product or service noticed in this day and age.
So why are we talking about Purple Cows? Well, at the Met Gala it’s pretty clear that most guests are vying for the most attention by wearing their own version of a Purple Cow. How daring, outrageous, eye-catching and innovative can they be? That’s always the goal and that’s exactly why so many people get so excited about the event every year! And that’s exactly why the Met Gala causes such a stir within the fashion industry.
Source YouTube @stuartbrazell
The key takeaway for marketers here is to think outside the box, be imaginative, innovative and ‘out there’ when it comes to crafting new marketing campaigns. The aim is to gain attention and new eyes on your product or service to increase brand awareness – Whether that’s by changing the use of your product to reach a new audience and as a result, become a Purple Cow in a field of brown cows in a different industry or simply by creating a marketing campaign video that turns heads. Whatever you choose to do, the key is to make your brand stand out by being remarkable and unignorable.
Creator Participation
Creator participation has become increasingly important to keeping the Met Gala relevant in the era of social media and the creator economy. In recent years, social media influencers and creators have been tasked with interview roles on the red carpet to attract a younger audience to the iconic event and to diversify engagement. Marketers can also use this tactic by considering how they interact with influencers and how they could incorporate them into different events, avenues and campaigns to boost audience engagement and foster relationships.
The Power Of Exclusivity
The Met Gala is a unique viral event that thrives off its exclusivity. It’s very telling that this is one of the most famous events in the world and yet most of us can’t afford a $35,000 ticket, don’t get invited and can’t even watch the event on tv. So why is it such a global phenomenon? It’s exclusive. The event is shrouded in mystery which is what makes its audience so interested and engaged with it. Before the event, we know very little besides the annual theme which is usually ambiguous and unrevealing. And this is precisely what has us on the edge of seats, waiting with baited breath to see what outrageous our favourite guest has chosen to wear.
Marketers and ecommerce managers can take inspiration from this tactic by offering exclusive drops, private events solely for your most loyal customers and priority access to new launches. Creating a sense of ‘Oh I wish I could see what was going on inside’ is exactly what you need to create a buzz around your brand and increase awareness.
Source YouTube @harpersbazaaruk
Behind-The-Scenes Content
As a result of the event’s exclusivity, the demand for behind-the-scenes content is high. That’s why Kylie Jenner’s infamous bathroom selfies bursting with celebs go viral ever year, because we all want to see what goes on when the cameras go down. If you can channel this behind-the-scenes access within your marketing campaigns and allow your audience to get a glimpse (but not too much) into your daily operations, team meetings and give your brand a personality, you’ll be well on your way to attracting more customers. The key here is to leave your audience wanting more, show them just enough to get them engaged and interested but not too much that it becomes boring.
Social Listening
The Met Gala thrives off social media. Every member of the audience is eager to share their opinions and critique each and every outfit that appears on the infamous steps of the Met. Not to mention all of the memes and viral gifs that come as a result of many fashion faux pas! The most successful brands know that they need to be part of the social media discourse and make social listening a top priority within their marketing strategies. If you’re in the fashion ecommerce or beauty industry, you should be keeping up with the conversation surrounding the Met Gala each year to ensure your marketing team can quickly jump on viral trends and make your brand part of the conversation. Remember Rihanna’s dress that looked like an omelette? Or Kim Kardashian’s Balenciaga fit that covered her entire body? These moments are iconic within fashion and mainstream culture and they provide great opportunities for your brand to go viral!
And that’s exactly how you can take inspiration from the Met Gala to drive growth for your brand. Even if you just take away one key point from this blog, we’re pretty sure you’ll start to see growth for your brand within no time at all!
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