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OpenSky Taps Ads to Explain Social Shopping

10 Oct, 2012 By: Doug McPherson

NEW YORK – To shed light on exactly how social shopping actually works, is launching an ad campaign with DRTV-style spots for national cable TV.

OpenSky focuses on connections-based E-commerce, meaning consumers follow people on their social networks to get product recommendations. The campaign, dubbed “Join. Shop. Love,” includes a 30-second spot that shows a day in the life of a woman who uses products she found on OpenSky, including Tom Colicchio’s favorite honey, Shaquille O’Neal’s preferred mobile phone, and the rose water Mariel Hemingway loves. The voice over reads: “From tastemakers to trendsetters, your favorite people’s favorite finds. On OpenSky, experts handpick the products they love, so you can love them too.”

OpenSky says it’s targeting women ages 25 to 45 with $70,000 of household income or higher. The campaign includes a $20 sign-up offer viewers can use toward a first purchase, along with free shipping. Ads are running on the Food Network, HGTV, Bravo, Style, Cooking Channel, TLC, E! and the DIY Network.

OpenSky has 1.5 million members, and has until now relied on Facebook and event marketing to get the word out. For this effort, it tapped Santa Monica, Calif.-based DW+H, specifically charging it with beefing up the fledgling site’s appeal among foodies. Among its chef insiders: Bobby Flay, Padma Lakshmi and Andrew (“Bizarre Foods”) Zimmern.
Meanwhile, the pool of E-commerce cash that sites like OpenSky could draw from is still growing fast. eMarketer predicts that U.S. holiday-related online sales will hit $54.5 billion this year in 2012, up 16.8 percent over last year.

Insiders say that while Facebook’s social sales have been a bit of a bust thus far, it’s an area that shopping giant eBay has targeted, earlier this year buying up Svpply, a New York start-up that relies on merchandise curated by its experts, like OpenSky.

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