That Worked: Mahabis
In this series, a member of the Studio Black Tomato team picks out a marketing campaign that has worked on them and shines a light on why.
“I can’t remember where or when we first met or what was so intriguing, but at some point in the last year, Mahabis became my best friend. As with a lot of things, it wasn’t really a conscious or intentional relationship. Not on my part, anyway.
For slippers, Mahabis strike a good balance of being effortless and cool. The marketing tools show them worn in stylish homes, in enviable locations, on slim bronzed ankles with contemporary clothes (not a granny in sight), and you begin to think that you really should be finessing your own slouch style. This must have been why I first engaged with them on social media, and why I was subsequently deemed the perfect target for more marketing material. I was then gently, yet persistently, followed across the digital space. They started popping up on every social media channel, and after a dalliance with the idea of buying some, I was given a daily dose to my inbox.
There’s a fine balance between targeting to the point of annoyance, and tipping the consumer into believing the brand they are seeing everywhere is something truly exceptional and successful. I’m still really not sure if I love or hate the Mahabis marketing approach, but either way, I suppose it worked. It put them on my radar; it made me think of them as the slipper of choice; and it prompted me to write a blog post that continues to give them exposure.”
Why it worked
- Slippers, like nightwear or a white t-shirt, are almost deemed an essential. But these particular slippers also give you the satisfaction of buying something stylish.
- Mahabis seamlessly align the product with aspirational interiors, making you look beyond the slipper to a wider lifestyle goal.
- The brand was persistent. It takes guts to follow someone around and email them almost every day…
- This in turn made them recognisable, giving the consumer (me) a sense of brand affiliation.
- They gave me an offer. When you’re considering a purchase anyway, who can resist 10% off?
By Oonagh Stoker, Head of Content and Delivery