Capitalizing on the Color of the Year for Kirkland’s New Collection
Graphic Design | Strategy
With Pantone’s announcement of the Color of the Year for 2020, the Parachute team jumped on the opportunity to tease Kirkland’s newest collection that primarily featured the color, Classic Blue.
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Did you see that @pantone just released its Color of the Year?! 👀 Classic Blue was named the color for 2020, and we couldn’t agree more. We can’t wait to showcase this hue in our new collection, launching January 3! #pantone #classicblue #kirklandshappiness #bringhappinesshome
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Days before Kirkland’s newest collection was set to launch, Pantone announced that the “Color of the Year” for 2020 was Classic Blue. It just so happened that the new Kirkland’s collection was showcasing all classic blue home decor and natural accents.
With these pieces coming into a timely alignment, Parachute jumped at the opportunity to elevate the Kirkland’s brand and the new collection by capitalizing on the latest news. Our Kirkland’s account team met with our graphic designer and quickly worked out a plan.
When thinking through the creative concepts, we had to take into consideration the fact that we couldn’t share the entire collection or any specific products before the collection launch. We found the perfect image that captured the essence of the new collection- it had blue, it had texture, and it didn’t give too much away.
Our team thought through several different graphics and videos we could create, but with the clock ticking and limited collateral to use, we decided on a clean and simple design: a Pantone card. And with the option to leave all the specifics to the caption, we were able to use simplicity to our advantage.
These collection teasers were a quick and timely way to cater to Kirkland’s fans, create buzz around the upcoming product launch, and also reach new users by creating content about a trending topic of discussion on all social platforms.