Facebook Marketing — Singer Sewing Company


Facebook Marketing — Singer Sewing Company using brand ambassadors like Olivia to woo young adults.

Exhibit 20.3   Singer using brand ambassadors to woo young adults.


Facebook Marketing — Singer Sewing Company portrays sewing as a creative and enjoyable art form

Exhibit 20.4   Sewing portrayed as a creative and enjoyable art form — a way to express one’s individuality.

Old Singer sewing machines evoke fond memories of a bygone era when sewing was a core household activity. While many grandmothers still own these beautifully crafted machines, their grandchildren have shown little interest in sewing, and the proliferation of readymade garments has made it a less relevant activity.

In today’s world, Singer Sewing Company is targeting a different segment with a different need state. (Refer to exhibits 20.3, 20.4). Sewing is now being portrayed as an art form that is creative, enjoyable, and exciting. The company is encouraging people to stitch unique and innovative designs that express their individuality.

The target is young adults, and the aim is to enlist new users. It is a complicated and challenging undertaking as it involves changing mindsets and training new users. To achieve this, Singer is using Facebook and YouTube campaigns as well as a wide selection of training videos for beginners to learn how to stitch.

Singer also uses brand ambassadors to build its brand by leveraging the reach and influence of these individuals to promote its products and create a sense of community among its followers. These ambassadors are typically individuals, such as Olivia Mears of Avant Geek, refer Exhibit 20.3, who are passionate about sewing and have a significant following on social media. They share their experiences using Singer’s products with their followers, demonstrating the quality and versatility of the brand’s sewing machines.

The company is adapting to the changing times by using innovative marketing strategies to promote sewing as a creative and fulfilling activity that can be enjoyed by everyone.


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