Digital marketing is transforming the marketing landscape. Marketing before digital was all about big spending and bigger brands had the budget and therefore had the power to launch large media campaigns across TV, radio, print, billboards, etc., leaving small and medium sized businesses in the shadows . Digital marketing has placed emphasis on diversity and creativity enabling brands to reach their customers. Good digital marketing is customer-centric and should engage, capture people's attention and trust. Here comes the Trifecta of digital marketing, creating 3 types of media to engage people and increase brand awareness: Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay ) Owned Media, where you use your company/brand's own media channels, including your website, mobile app, blog, and social media channels to share and promote your brand. An example of how to nail owned media is singer, actress and producer Selena Gomez. Selena Gomez has a following of 143 million on Instagram alone. Gomez controls what she shares on her social media channels, whether it's her music, meeting fans/followers, or paid partnerships with brands like Coach.b) Paid Media, all marketing that a company pays for , including paid influencers, sponsorships, and social media ads. For example, H&M pays David Beckham to star in an advertising campaign to promote the launch of the brand's new season collections. c) Earned Media, refers to any communications about your brand, including word of mouth, reviews, social media mentions/shares, and influencer or customer reposts. Earned media is created through successful paid and owned media. Cocoa Brown founder Marissa Carter uses earned media well. Most recently to gain exposure for her new cosmetics brand, Carter Beauty Cosmetics. Carter Beauty launched in August 2018 and in the run-up to that launch attracted attention across its channels and beauty influencers including @facesbygrace23 (follows 148k on Instagram) showing a video of himself applying the new Carter products Beauty and since the launch of Carter Beauty Cosmetics there have been several posts on Instagram from customers sharing images of looks using the products using #carterbeauty. River Island's "Labels are for Clothes" campaign incorporated every element of the digital trifecta to market its brand and message. He used paid media by gathering a wide range of models to star in their campaign to express themselves and not be pinned down by the stereotypes given to them to showcase the unique identities of his clients. Once the campaign was published and spread across television, print and social media, River Island paid influencers to further promote the "Labels are for clothes" message, including Chanel Iman, model, with a following of 1 .6 million on Instagram and sharing its message of diversity. @Reyalfashion, with an Instagram following of 33.5k, also collaborated on the campaign and shared its message of feminism. River Island used its media channels to share the campaign. With the directors cutting videos shown exclusively on their YouTube channel. An edit of the video featured on their website page that includes background information on each of the models as to who they are and why they are proud to be what and who they are. River Island also shared the campaign onother social media platforms including Twitter, Facebook, Instagram and Snapchat, asking people to share their message using the hashtag #labelsareforclothes. The campaign also appeared on the River Island blog with this particular article sharing “The 5 Lessons We Learned From Our #LAFC Collaborators.” People applauded the campaign for abandoning the negative labels placed on people and sharing a positive story of extraordinary diversity. The campaign got people sharing on social media, with tweets like this one, giving people the opportunity to reduce the stigma that was imposed on her: even the music track played in the video, Fever by Ember, intrigued people, listening and watching the video. . In the week of the campaign's launch in February 2018, the song became the third highest-selling Shazamed advert (refer to drum.com) in the UK. River Island told a story using the digital hat trick. He used paid media to create and tell a story that connected with people. He used the media he owned to communicate that message to people on his various platforms. While each platform used the same message, they separately had a different version or slant, making it more engaging for people. With the YouTube video sharing a strong, visual message, the website sharing information about the people featured in the ad, the blog showing what River Island has learned from running this campaign. It told the story in many ways. All of these methods got people talking, sharing, appreciating, supporting and loving what River Island was doing. River Island has also given credibility to the campaign by joining the charity Ditch the Label, which supports and pushes for a fair world free from all types of bullying. Ditch the Label tweeted their immense pride in partnering with River Island on the campaign. So why did River Island create a people-focused campaign? River Island created this campaign to show what they believe in and to celebrate people who stand up regardless of stereotypes. Some might say, well, that's great, but does River Island only sell clothes? That's true, but River Island gets good marketing and understands that good marketing in today's world is about people and people are their customers. River Island's marketing team knows how to tell a story to its employees. In this campaign they have taken 12 people from different backgrounds, who have faced various challenges through stereotypes but are destroying those stereotypes. It tells people extraordinary stories, individuality and victory in the face of diversity. In doing so, it gives those watching and engaging, who were once silent, the opportunity to speak out, whether through a share on Facebook, a retweet on Twitter, a comment on YouTube or a post on Instagram while wearing their labels for clothes, t-shirts or sweatshirts while sharing their message or support for the campaign. This shows that River Island cares, empowers, and says a huge YES to self-expression, no matter who you are. The River Islanders are building their tribe. The Labels are for Clothes campaign continues, including a Spring Summer 18 children's campaign and the most recent launch of the Autumn Winter 18 campaign, including another children's campaign. While adopting the same theme, it shares a diverse range of people and their extraordinary stories. It has also added another element to its most recent campaign which shares how some staff members working for River Island style their labels not for the clothing range and.