POSITION PAPER 2

CASETiFY 

    Positive publicity is already something that is well known in the advertising industry and marketing sphere. However, it seems like this type of advertising skyrockets to higher percentage after a tragedy or shocking event takes place around the world. In terms of our society today, COVID, racial tensions, and now the war in Ukraine are all recent events that have affected people all over the world and that have pushed marketing to exuberate positivity.

    While researching for this paper and topic, I wanted to write about a brand or entity that I have personally seen in the media spotlight consistently and whose branding is often built on positivity. The brand that I chose is CASETiFY. CASETiFY is a phone case brand that often collaborates with businesses, companies, and influencers on their case collections. In their "About Us" section on their website, CASETiFY says, "What started as a simple idea--to make your Instagram photos into custom phone cases--has now turned into the ultimate case maker for everyone with self-expression at our core from the start."

    CASETiFY focuses on self-expression at its core and strives to push that into all of their collection. They have also collaborated with brands such as Pharrell, Sarah Jessica Parker, Nordstrom, Revolve.com, and Anthropologie. I wanted to now focus on some of the collections CASETiFY has and how they increase awareness through positive publicity. 

#SELFLOVE CAMPAIGN:

This campaign was created by the editors of Glitter Magazine in honor of the national Celebrity #SelfLove Campaign. This collection gives a glimpse into the positivity publicity that CASETiFY often promotes. The brand was built upon self-expression, which is exactly what this campaign focuses on. As someone who is on social media constantly, platforms like Instagram and TikTok are filled with content focusing on self-love, treating your self, and being unapologetically you. CASETiFY's team is obviously on top of the awareness of social media because they jumped at the chance to create a collection that encompasses all of those areas and more.

BLACK ARTIST COLLECTIVE:

From CASETiFY's website: "Support Black artists and honor the contributions and limitless creativity of the Black community with this inspired new collection." The topic of this collection is not entirely rare to many brands nowadays, especially following Black History Month in February. Many brands and companies have created black artists or black creators centered collaborations to promote black influencers and creators in whatever industry they are in. This also shows how CASETiFY touches base with many social topics and creates collections around them quickly and in a positive way. 

HER IMPACT MATTERS 2022: 

This collection was created in honor of Women's History Month and International Women's Day in 2022. The company stresses the phrase, "The future is female" throughout the entirety of the collection. In March of this year, 10% of every sale from CASETiFY will go to Equality Now which is a non-profit that supports equal rights.

CELEBRATE YOUR TRUE SELF:

Like many other brands and businesses, especially apparel and accessory brands, CASETiFY created a Pride collection to celebrate the LGBT+ community. On the website section for this collection, the company says, "No matter your style, gender, preferences, or pronouns, find accessories that show your pride." This collection definitely promotes what many people see as positive publicity as it allows people to have phone cases that they feel lets them express their full selves. 

    

    It would be easy to think that, as your business grows from a small startup to social media's favorite phone case brand, that the fame would change you. That it may go to your head and then your brand would soon have a completely different look, and not in a good way. However, that is not the case for CASETiFY founder and CEO Wes Ng. As the brand has grow exponentially since it started, CASETiFY only intensified its message of positivity instead of changing into a new brand once it got popular. Collaboration is a huge part of CASETiFY's marketing strategy, but they do not just collaborate with anybody. All of the brands and people and entities they have collaborated with are known for positivity or their good reputation with the public, which only boosts CASETiFY's positive publicity.

    I believe that it is obvious that this type of publicity strategy is effective, especially for CASETiFY. Not only has this type of marketing brought in huge ad revenue for them, but it has also put their name in the minds of Millennials and Gen Z'ers everywhere as the best phone case brand there is.

BEST SELLERS: 

To finish, I wanted to show some of CASETiFY's best selling cases because many of them come from a collection that was mentioned above or they are just cases that promote positivity and CASETiFY's brand of positive publicity.

From #SelfLove: