I recieved this email 2 weeks ago and intended to skim read it like most of my email subscriptions. However upon glancing at it, I realised that it was different to all other product emails that I recieve as it told the story of a girl and her Liberty Scarf throughout different stages in her life. I was instantly hooked.
Although I have always admired the Liberty Scarf, I soon found myself wanting to be the girl in the scarf even more and linking it to success just like the email connotes.
Like all good stories, an element of romance was included which made me swoon.
And finally she goes for a job interview that is guarenteed to be successful.
Bringing it all together, I love the fact that this modern woman is taking on the world in all aspects of her life and succeeding it it (especially in the fashion stakes). Yes some would argue that a scarf probably didn't contribute much to her success but the item just being there is part of the experience and perhaps a lucky charm.
Liberty's execution of the ad appeals to the young modern woman but also has that English style that we all love from the brand. I'm hoping this style (not neccessarily a story for all communications) is extended over all marketing that they implement. I'm impressed.
