Rhode is a skincare company that was designed and created by Hailey Bieber. Based on an analysis of this organization's social media management, one can see how she purposefully incorporates and blends a combination of public relations, advertising, and marketing into Rhode’s online profile. Rhode’s social media interacts with both publics, groups that are important to Rhode, and customers, people that buy the actual products made and produced by Rhode.
Advertising is a media space that is paid for by sponsors, who use the media space to then persuade audiences (Kelleher, Tom, 2018). There are advertisements strategically placed within Rhode’s social profiles, especially on their Instagram. A key example of advertising that Rhode uses is that of their view shop page/buy product page with automatic links on their select Instagram posts, TikToks, and YouTube pages that take the viewer to easily purchase the product or products. Rhode does an excellent job balancing the amount of advertising they use for their products on their social pages, by not overwhelming those who view their online social platforms.
Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics (Kelleher, Tom, 2018). Hailey Bieber uses her influence and fame of her company to keep a great image among publics. She has a feature on all of her social media platforms called the Rhode Futures Foundation, where she consistently promotes society for the good by partnering with well-known and reputable companies. For example, her company recently shared how they are supporting small businesses run by women by partnering with Accion Opportunity Fund, and more recently, with the Coralus and New Voices Foundation. One can see how Rhode responsibly builds and maintains relationships with their consumers and publics by showing the authenticity and transparency of their brand.
Marketing is the business of creating, promoting, delivering, and the selling of products and services (Kelleher, Tom, 2018). Hailey Bieber uses unique aesthetic marketing trends to effectively sell her products to her customers, and she has even completely sold out several of her collections. From a marketing standpoint, Rhode uses connection with the brand’s emphasis on nostalgia in the development of the product, as they incorporated sweet smelling scents that are designed to bring back fond childhood memories. She uses sensory photographs to capture these ideas, and they are edited to effectively match Rhode’s branding and marketing aesthetic. Hailey Bieber then uses this aesthetic social media presence to reach both publics and customers.
References
Kelleher, Tom (2018). Public relations (2nd ed.). Oxford University Press.
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