Stuart Weitzman launches first Instagram-based campaign
With the debut of its Cinemagraph campaign, designer footwear brand Stuart Weitzman has become the first fashion brand to launch an Instagram advertising campaign. A campaign created in collaboration with Ann Street Studio visual artists, Jamie Beck and Kevin Burg, who pioneered the technique.
The company describes the Cinemagraph as a "unique hybrid of photography and individual instants of motion isolated against a static image," - living photography, if you will. Showcasing Cinemagraphs on Instagram creates motion in the feed because the social platform recently enabled the autoplay function for videos.
Stuart Weitzman embraced this opportunity on Instagram by creating an unprecedented digital advertising campaign with four Cinemagraphs spotlighting key spring styles: the LOVEFRINGE stiletto, the MYSLIDE sandal, the SPARTA gladiator and the FRINGETIMES bootie. To emphasize its omnichannel approach and strategy, Stuart Weitzman created the campaign around its proprietary hashtag #inourshoes.
Running for two weeks on Instagram, the campaign targets women aged 22 to 40 in North America. Its key objective is to build brand affinity and awareness while simultaneously reinforcing the #inourshoes positioning. The campaign will also utilize Facebook's new reach capabilities: a supplementary media buy on the channel will retarget people who see the campaign on Instagram – a recent development that extends the storytelling capabilities across both social platforms.
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