It was March 2013, one article from Forbes grabbed my attention. The article was about how a two years old cause-oriented e-retailer, Sevenly, is growing its business, by only using social media and all other digital tools effectively. The article titled, How Sevenly CEO Dale Partridge Is Changing the World $7 at a Time, mainly focused on the aim of the CEO of Sevenly, Dale Partridge, which is to move a generation towards generosity.
I immediately did a short internet research to learn more about this company and discovered some of Sevenly’s striking marketing strategies. It is basically a lifestyle product line that simultaneously serves as the vehicle to solve world problems. Sevenly’s social media platforms, including Instagram, Twitter, Facebook, Pinterest, LinkedIn, and Google+, require continuous attention to accommodate their changing charities. With the motto “people matter”, Sevenly tends to contribute 7% per transaction to a cause, chosen weekly on their site, to combat world’s one problem at a time.
Ever since I came to know that Sevenly highly utilizes the digital platform to change thousands lives with the right combination of purpose and profit, I have become a huge fan of this company. For the next six weeks, I will be following and writing about the digital marketing strategies of Sevenly that have been intriguing me for the past year.
To give it an overview, I would like to mention that in March 2014, Mashable announced Sevenly as the winner of America’s Most Social Small Business. According to Mashable, “The competition was about how the companies utilize social media to get their brand message across, and it’s clear that a brand with as inspirational a mantra and purpose as Sevenly’s resonates well with the online community. Yes, Sevenly is trying to sell clothes; but ultimately, its larger aim is to change the world, and social media helps to makes this lofty goal possible”.
I believe that I will be able to learn the secret behind the success story of Sevenly throughout the next six weeks. My objective is to learn how Sevenly is testing and choosing the right channel in digital media, the secret to drive traffic to their website, different tactics that they use to encourage social interaction, and all other digital marketing strategies they apply to raise social awareness while simultaneously raising brand awareness for the Sevenly brand itself.