KJP & Tumblr

 Kiel James Patrick’s Tumblr, Azimuth Circle, offers an “unabridged, photographic tale & life of New Englanders Kiel James Patrick and Sarah Vickers.” Continuing with the same marketing approach as their Instagram page, KJP does not seem to primarily promote their products on their Tumblr blog. While they do have the occasional direct product promotion, they typically showcase “lifestyle” imagery designed to make one live vicariously through Kiel and Sarah’s photographs.  KJP fundamentally promotes a Northern, preppy lifestyle. Through this mantra, they make sure to reblog images pertaining to this ideal – like images of John F. Kennedy.

While most brands would shy away from boosting other company’s products on their social media outlets, KJP does not appear to feel the same way. In keeping with their philosophy of promoting a preppy lifestyle, they have reblogged images that directly promote other brands - such as Patagonia, Gucci, and Yves Saint Laurent. In doing so, they demonstrate that their brand is of the same caliber and quality.

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While Sarah Vickers does not have a Tumblr, KJP makes sure to reblog from her personal blog. The majority of their direct product promotion originates from posts that Sarah has made on her own blog. In reblogging these posts, consumers are able to get more of a complete understanding of everything that KJP stands for and what their company’s purpose is. Sarah Vickers is a huge part of the KJP brand. Without her blog posts on KJP’s Tumblr, followers would miss a tremendous part of what the brand is as a whole.

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