September Strategies We’re Watching
Image from Netflix
This month, I am featuring a strategic partnership that I believe solves real human needs. My ongoing disclaimer continues to be that I do NOT have any insider knowledge of these strategies. I’ve just been around the business block and seen enough to make educated guesses on how these strategies are working to address real human needs.
The Strategy: Marie Kondo Is Coming to Spark Joy in the Workplace
The Players: Marie Kondo, Netflix, and The Container Store
Why I’m Watching: (as in LITERALLY watching…)
If you haven’t heard of Marie Kondo before, allow me to share my 10 second elevator pitch: Marie Kondo is the New York Times bestselling author of The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing. This book teaches core fundamentals of tidying that help readers gain control of their STUFF to create a more joy-filled home. I personally used this book in 2016 and can attest to its life-changing nature. Marie launched a hugely successful Netflix show in 2019 called “Tidying Up with Marie Kondo.”
Now, this brings me to the point of this blog feature… Marie Kondo’s new Netflix Show called “Sparking Joy.” The premise this time is that Marie has extended her services to now work with businesses that need help with tidying. It is 100% feel-good content that leaves the viewer feeling encouraged and empowered to tackle the same challenges in their own life. After spending a tremendous amount of time at home in the past year, the message of sparking joy where you live and work feels more relevant than ever.
Strategically, I believe this is a really smart holistic marketing campaign. “Sparking Joy” is a natural brand extension for Marie that keeps her core fans engaged beyond the home. It also creates a marketing platform to create more awareness and buzz for her line of products, which are suitable for both home and office use. In terms of smart execution of this partnership, the e-commerce sections dedicated to “As Seen On Netflix” allow consumers to “shop the show” in a way that I would bet is highly engaging and brand-building. This model could be the future of native advertising.
Personally, after watching all three episodes of “Sparking Joy,” I cannot wait to get to work in the SEEK office, which has been a bit neglected since March 2020. I feel excited to tidy up the space and create an environment that sparks joy for all of us. Maybe this blog post will even inspire a few of my colleagues to join me!
What do you think of Marie Kondo’s latest brand and merchandising strategy? Let’s keep the conversation going! Follow us on LinkedIn or email me directly: courtney@seekcompany.com.
