Hyper-Targeting Influencers to Launch Mosaic
When Philadelphia-based fashion and lifestyle sharing site Mosaic retained McDougall Communications, our mutual objective was clear: build a base of highly influential advocates as proof of concept for venture capital funding.
But instead of running down the common path -- posting to all manner of social sites in hopes of picking up the right followers -- the firm took a more strategic approach. Using a new software tool that the firm discovered, it geo-targeted high-profile, high-influence, fashion-focused social media users who had the potential to help Mosaic break through the clutter.
Within days of shifting from planning to deployment mode, a series of trendsetters in Los Angeles, New York, London and other select markets began engaging with Mosaic, and referring the site to others in their personal networks. While Mosaic was ultimately forced to shutter its operation not long thereafter, owing to a sudden, dramatic change in how third-party apps could access Twitter, the narrowcasting approach proved successful in theory and execution.