Digital marketing is transforming the marketing landscape. Before digital, marketing was a big spending business and big brands had the budget and therefore had the power to launch big media campaigns across television, radio, print, billboards, etc. , leaving small and medium-sized businesses in the shadows. Digital marketing has emphasized diversity and creativity allowing brands to reach their customers. Good digital marketing is customer-centric and should engage, capture people’s attention and trust. Next comes the Digital Marketing Trifecta, creating 3 types of media to engage with people and build brand awareness: Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essaya) Owned media, where the company/brand's own media channels, including its website, mobile app, blog site and social media channels, are used to share and promote their brand. Singer, actress and producer Selena Gomez is an example of how to master owned media. Selena Gomez has 143 million followers on Instagram alone. Gomez controls what she shares on her social media, whether it's her music, meeting fans/followers, or paid partnerships with brands like Coach. b) Paid media, all marketing that a business pays for, including paid influencers, endorsements, and social media ads. . Example: H&M pays David Beckham to star in an advertising campaign to promote the launch of the brand's new season collections. c) Earned Media refers to any communication about your brand, including word of mouth, reviews, social media mentions/shares, and reposts from influencers or customers. Earned media is created through successful paid and owned media. Cocoa Brown founder Marissa Carter uses earned media well. Most recently, to promote her new makeup brand, Carter Beauty Cosmetics. Carter Beauty launched in August 2018 and in the build-up to this launch gained attention via her own channels and beauty influencers, including @facesbygrace23 (following 148,000 on Instagram) showing a video applying the new Carter products Beauty and since the launch of Carter Beauty Cosmetics, several posts on Instagram from customers sharing images of looks using the products using the hashtag #carterbeauty. The River Island “Labels are for Clothes” campaign incorporated every element of the digital trifecta to market its brand and message. She used paid media by bringing together a wide range of models to star in her campaign to express themselves and not be pigeonholed by the stereotypes given to them showcasing the unique identities of her clients. Once the campaign aired on television, print and social media, River Island paid influencers to further promote the "Labels are for Clothes" message, including model Chanel Iman, followed by 1.6 million of people on Instagram and sharing its message of diversity. @Reyalfashion, with 33.5k followers on Instagram, also collaborated on the campaign and shared its message of feminism. River Island used its own media channels to share the campaign. The directors cut the video broadcast exclusively on their YouTube channel. A montage of the video featured on their website page, including general information abouteach of the models, about who they are and why they are proud to be what and who they are. River Island also shared the campaign on its other social media platforms, including Twitter, Facebook, Instagram and Snapchat, and asked people to share their message using the hashtag #labelsareforclothes. The campaign was also featured on the River Island Blog with this particular feature sharing “The 5 Lessons We Learned From Our #LAFC People.” With a strong campaign, earned media took over and people started talking about the campaign. People applauded the campaign for ditching negative labels placed on people and sharing an incredibly diverse, positive story. The campaign inspired people to share on social media, with tweets like this giving people the opportunity to reduce the stigma imposed on them: The music track played on the video, Fever by Ember, also intrigued people, listening and watching the video. . The week the campaign launched in February 2018, the track became the 3rd highest Shazamed advert (drum.com reference) in the UK. River Island told a story using the digital trifecta. He used paid media to create and tell a story that would resonate with people. She used her media to communicate this message to people on her various platforms. Although each platform used the same message, they separately had a different version or focus, which made it more appealing to people. With the YouTube video sharing a strong, visual message, the website sharing information about the people featured in the ad, and the blog showing what River Island learned from running this campaign. He told the story in several ways. All of these methods got people talking, sharing, liking, supporting and loving what River Island was doing. River Island also gave the campaign some credibility by partnering with the charity Ditch the Label, which supports and campaigns for a world that is equal and free from all types of bullying. Ditch the Label tweeted its immense pride in working with River Island on the campaign. So why did River Island create a people-centered campaign? River Island created this campaign to show what they believe in and to celebrate people who stand out regardless of stereotypes. Some might say, well that's great, but River Island only sells clothing? That's true, but River Island benefits from good marketing and understands that in today's world, good marketing is all about people and people are their customers. The River Island marketing team knows how to tell a story to its employees. In this campaign, they recruited 12 people from diverse backgrounds, who have faced various challenges related to stereotypes but are in the process of breaking those stereotypes. It tells people amazing stories, individuality and victory in the face of diversity. In doing so, it gives those watching and participating, who were previously silent, the opportunity to speak out – whether through a share on Facebook, a retweet on Twitter, a comment on YouTube or Instagram post wearing their Labels are for Clothes t-shirt or sweatshirt while sharing their own message or support for the campaign. It shows that River Island cares, empowers you, and says a massive YES to self-expression no matter who you are. River Island builds its tribe. The Labels are for Clothes campaign continues, including a children's SS18 campaign and the most recent campaign launch.