Oysters & Posh: Influencer Marketing Case Study of Noma Ndebele & Posh

Nomathemba Ndebele, Founder of Posh Nomathemba Ndebele, Founder of Posh

In Brand Ideology, Oysters and Posh are brands that work together to use relational techniques with consumers in a cloak and dagger game that results in growth in influence and in sales.

The brands Posh and Noma Ndebele are a Cloak and Dagger combo built on social media marketing principles of influencer marketing that must be celebrated as Oysters and Posh; serving a classy brand in a rare manner.

Like oysters, you do not find Posh class and attitude anywhere else except in and with Posh and Noma.

Noma and Posh, the brands

Noma Ndebele, founder of the clothing retail brand Posh, is an aggressive, free spirited, classy lady that opened her emotional life on social media to not only accumulate friends, but to redirect all traffic to her business objectives in a seamless manner.

Noma is a localised version of Oprah in Zimbabwe, and she does it on her social media walls and statuses, throwing all manner of conversationally provoking topics that retain visitors.

No topic in current affairs goes unspoken on her Facebook wall, and no language is ignored; tempers flying all over the place, but all somehow redirected to what is most important – sales.

The height of emotional controversy is found on in her posts and comments, and not only offending some, but creating conversation.

Posh represents class, excellence, and success driven lifestyle; that achieved through the carefully woven content marketing strategy of 80% entertainment and 20% selling.

In social media marketing it is recommended that brands and marketers use 80% entertaining and educative content, but must make sure that there is 20% content redirecting all to sales objectives. 

Brand Posh and Noma are a combination that exhibits the old war game called Cloak and Dagger, to work as influencers for the marketing and selling of clothes and attitude associated with the clothes.

Understanding Cloak and Dagger

To succeed in any market, there are some games that are never meant to be fair as is Cloak and Dagger, being the only way to play, grow and profit. Victory in the age of social media is only for the relationally intelligent.

Cloak and Dagger is a form of a European martial arts developed by Spanish and French communities in the Middle Ages. An unfair sport that has rules called unfairness. 

As is markets where brands and businesses operate, there is a level of unfairness, yet order, that must be exhibited.

Cloak and Dagger is a game involving intrigue, secrecy, espionage, or mystery, hence demanding honesty and fair play is actually unfair and illegal in the game.

Theoretical knowledge of the game does not necessarily translate to victory in the actual play, it just means one knows the theory of the game.

The purpose of the cloak was to obscure the presence or movement of the dagger, to provide minor protection from slashes, to restrict the movement of the opponent's weapon, and to provide a distraction. 

Use of the cloak and dagger was considered a "dishonest" method of combat because of its deceptive tactics. War in any market is based on the use of deceptive strategies to outmanoeuvre the competition.

A brand that understands how to sing cloak and dagger tunes fling it off from the left and right of life, the social enterprise and commercial enterprise side in relating to consumers for consumption and retention. 

A brand must be ready to go down with it customers, to make them happy on the dance floor of service and product delivery; all starting with the language and attitude sold by the marketers of the same. 

Swordsmen that have given themselves to the game of Cloak and Dagger should first be prepared for what the game actually calls for, lest they cry all the way. 

No marketer must enter a market in this age of social media without a cloak and dagger mind, lest they exit on entry.

The only defence in the game is offense bordering on one’s ability to be cunning; influence marketing is the cunning element of the cloak and dagger game resulting in growth of brand fame and sales revenue, for profitability. 

Cloak and Dagger by Influencer Marketing

Defined, Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential customers, and orients marketing activities around these influencers.

Influencer content may be framed as testimonial advertising where they play the role of a potential buyer themselves, or they may be third parties.

It is treated world over as a form of paid endorsement, governed under the rules for native advertising; the agency applies established truth-in-advertising standards to such advertising and establishes requirements for disclosure on the part of endorsers (influencers).

Some marketers use influencer marketing to establish credibility in the market, others to create social conversations around their brand, others yet to drive online or in-store sales of their products.

Influencer marketing derives its value from three sources - Social reach, Original content, and Consumer trust.

Social reach means Influencers are able to reach millions of consumers through their social channels and blogs.

Original content means Influencers produce original, and oftentimes effective, marketing content for the brand.

Consumer trust means Influencers maintain strong relationships with their audience, who have a certain level of trust in the influencer’s opinions.

Conclusive Victory

Victory comes to the brand that has learnt to manage reputation and communication with consumers using unorthodox methods in this social media age of business; 


Leave a comment

Make sure you enter the (*) required information where indicated. HTML code is not allowed.