I have never heard about Vat19 until my kids became preteens, lovers of all things Youtube. They had discovered Vat19’s Youtube channel and fell in love immediately.
The store caters to a young audience and wins this audience through an ultra cool Youtube channel with lots of funny, engaging videos.
The store’s use of social media is so successful, because they do it right – they don’t just post short, funny videos showcasing their products, but also invite viewers to engage, and respond to users’ comments and questions.
The folks behind Vat19 are extra smart, because they are transparent, saying in their channel bio, “Thanks for checking out our YouTube channel! It’s no secret that we’re trying to get you to buy stuff from our website, Vat19.com. However, we feel a sense of duty to be entertaining if we’re going to subject you to our sales pitch. We post 1-2 new videos per week and they’re not your typical boring commercial. Subscribe to our channel so you can be the first to know of our latest curiously awesome item. Thanks! -Jamie Salvatori, Owner.”
This is how you do social media marketing. And yes, I am a customer now (or rather, my tween is). So I can tell you from personal experience that it works. 🙂