Mary K

Mary Katrantzou’s Digital Marketing Team Shares Their Social Media Secrets

It’s not every day that you get to listen to one of your favourite brands divulge social media success tips, but that’s exactly what happened earlier this week. We went along to watch the leading London-based social media agency Cult LDN (the brains behind the innovative Marc Jacobs tweet boutique) in conversation with Mary Katrantzou‘s digital marketing team at London’s trendy Annabel’s as part of its #TerraceSessions series. Here’s what we found out.

Social Success Doesn’t Cost the Earth

Despite beautiful content, successful social campaigns and an ever increasing list of followers, the team surprisingly revealed that it actually has a very limited social media budget and it’s all about building the brand offline and amplifying any activity with social media.

It’s OK to Make Mistakes

The team did admit to one expensive mistake, however, involving a costly photography shoot for a detailed social countdown for the launch of the new site, which quite embarrassingly couldn’t launch on time! It makes us feel much better that even the best of brands have their hiccups when experimenting with social media.

It’s All About Instagram

The team also reinforced the power of the social influencer, which over the years has transitioned from celebrity placements to bloggers, with Instagrammers now having their influential moment. There’s no denying that celebrities wearing a brand’s collection still translates into sales, but any spike in social followings does tend to dwindle away once the hype fades and fans realize that the usual content just isn’t for them. Mary Katrantzou recently experienced this after Taylor Swift was spotted with one of the brand’s bags.

Humanization Is Key

The team also revealed that collaborating with Instagrammers is one important strategy, but defining a brand’s own Instagram channel is also immensely important as it allows it to tell a story, which is an integral part of the consumer experience. The team credited the success of its channel to the fact that it also gives an insight into the designer as a person, as she often hijacks the account when she’s out and about somewhere interesting.

It was a really insightful evening and there’s no doubt that the next time we see a Mary Katrantzou post pop up on our feeds, we’ll appreciate it a little bit more.

5 Traits of a succesful Youtuber

5 Traits of a Successful Youtuber

5 Traits of a succesful Youtuber


Twenty-five year old Yousef Saleh Erakat, also known by his stage name FouseyTube, is a Palestinian American entertainer who produces parodies, vlogs, comedy sketches and pranks on YouTube to an audience of more than 6 million subscribers.

What makes him so successful on Youtube? What’s the secret sauce? Here’s what I learned when I went Behind the Brand with fouseyTube.

Trait #1
There’s a familiar theme among the most successful Youtuber’s and it has to do with being yourself. The audience can see right thru someone who isn’t being genuine and we’ve seen several young creators with massive audiences fall hard lately because it was discovered that they were not who they pretended to be.

Trait #2
There is a steady flow of content that airs on a certain day once per week. The magic combo seems to be publishing videos weekly but it’s also about knowing what your people want. For other social platforms like Twitter or Pinterest, more frequent posts might be appropriate. Best practices are all about following the etiquette of that particular network. Do your homework, observe and listen, then jump in the game.

Trait #3
They don’t risk it all at first. Fousey described how he got started. He was working at Chili’s putting money in the bank while making videos on the side for cheap. Once one of his videos hit it big, he quit his day job and never looked back but still spends very little on production costs. He does all of the work which includes the writing and editing.

Trait #4
They don’t give up. Sometimes Fousey’s videos don’t go viral and that’s okay with him. He creates what he thinks is entertaining content and keeps trying to please his audience. You’re only as good as your last video so you have to keep on going.

Trait #5
They care. Author Gary Vaynerchuk wrote in his book, The Thank You Economy, “The person who cares the most wins.” Fousey listens to feedback and tries his best to react to what he thinks will be entertaining for his community. That could include pulling horrible pranks on some of his best friends but it’s always fun to watch.

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