Pura Vida Bracelets
Raise your hand if you've heard of Pura Vida Bracelets. Now, I didn't say if you've bought anything from Pura Vida, just if you've heard of them. By now I would assume if you have access to the internet and a love for Jewelry, you know what Pura Vida Bracelets is. Perhaps some of you don't, maybe because you live under a rock, but don't worry I'm here to tell you who they are.
Some of you might say, "Well duh Sarah! Pura Vida is a company that produces a variety of bracelets and other accessories that are handmade by artisans all over the world." And I would say you’re 100% correct! Ever wonder as to why or how you know so much about Pura Vida? This is due to their fantastic digital marketing skills!
Pura Vida uses multiple social media platforms such as Facebook, Instagram, and TikTok. The company has much social media success by using affiliate marketing, which is using customers, influencers, and ambassadors to promote their products. They have several brand ambassadors promoting their products on platforms such as Instagram. You may all know her from a popular Netflix show Outer Banks, but she has also become a brand ambassador for Pura Vida! When one becomes a brand rep for Pura Vida, they have the opportunity to create an original bracelet pack. Madison Bailey teamed up with the Pura Vida team and created the 'Destiny Pack!'
Shapiro, S. (n.d.). Inside Pura Vida's winning marketing strategy. Bluecore. Retrieved January 28, 2022
An owner of Pura Vida stated, "A successful brand should be authentic and transparent. The brand you’re trying to create should also be consistent across channels, from email to social media and text messaging (Paul and Griffin)." The company's use of social media platforms has allowed them to have a more direct and personal relationship with its customers while also building brand awareness.
Madison is just one of many Pura Vida ambassadors that have helped them build relationships with customers and promote their products. Pura Vida has also collaborated with many other popular influencers including Disney!
Pura Vida’s social media usage strategy has made the company very successful. Whenever Pura Vida would see a customer's post promoting a product that fits their social media theme, they’ll leave a comment asking if they can repost the content on their pages. This strategy has allowed Pura Vida to create inspirational, aesthetically pleasing content, and connect with their customers and potential customers with their products.
Pura Vida has fantastic social media and marketing success due to its customers. Us as humans are notorious for making poor decisions at withstanding the lure of free giveaways. It`s because free stuff triggers the sensation of joy and positivity, which impacts heavily on our choices.
Watch this Pura Vida ad promoting their Spring collection from 2021! I know ugh a video, but don't worry it's only 30 seconds long! Click below to watch:
Pura Vida does an excellent job of applying this human psychology. They show incentives in several places on their website. In different pop up widgets there are incentives for customers to get ‘free bracelets.’ And when customers sign up for emails they may receive offers like ‘refer a friend and get $10’ or ‘free shipping on orders over $45.’ Which of course all of these incentives don’t give you free products, but just makes you want to spend more money for free shipping!
Overall, Pura Vida has been very successful with using real customers, influencers, and ambassadors to promote products on social media while allowing them to connect with potential customers.
Works Cited (Including Video and Images):
Pura Vida. Facebook. (n.d.). Retrieved January 28, 2022
Hayha, L. (2021, May 5). Pura Vida Bracelets Case Study: 5 Marketing Lessons Brands can learn from. Medium. Retrieved January 21, 2022
Shapiro, S. (n.d.). Inside Pura Vida's winning marketing strategy. Bluecore. Retrieved January 28, 2022
YouTube. (n.d.). Welcome to Spring Pura Vida Bracelets . YouTube. Retrieved January 28, 2022
Sarah, I loved the blog post about Pura Vida. You are right, you can never have enough of their adorable accessories. I thought the post was highly engaging and easy to connect with and relate to. Your title was captivating and pulled me in as a reader, however, my only recommendation for keyword purposes is to use something in the title that is a little more telling of your topic. Yes, I know the article was about Pura Vida but it was so much more than that. It was more specifically on the topic of the benefit of using social media platforms as a successful way of marketing the Pura Vida brand. Other than that, I thought the post was eloquently written, beautifully designed, rich in valuable keywords, and I loved the added touch of including that marketing video. Brilliant work!
ReplyDeleteI forgot to mention this great article that featured Pura Vida and their brilliance on social media platforms for obtaining more followers and flooding the market with their brand.
Deletehttps://gusto.com/blog/growth/1-million-instagram-followers
Very complete blog post about this company, I have heard of the bracelets but I related to many of the points you included about brand advertising in general. Most of the brands buy from have incentives, I have noticed more and more that "friends and family" discounts are no longer only for employees of a company to give out. Many companies send out a "friends and family sale" to those subscribed to their mailing list or those who have ever made a purchase from the company, this tactic incentivizes consumers to buy the products because they are separate from regular consumers. If a customer buys from the friends and family sale and posts their products on their social media, it may incentivize their content consumers to also buy from the company and receive the discount the next time they come out with it. Really solid post, gives you alot to think about!
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