Nine West Spring 2012 Ad Campaign Incorporates Social Dialogue
NEW YORK, NY — February 20, 2012 /PRNewswire/ —
Spring 2012 advertising campaign, depicting a girl’s weekend getaway in Miami, takes cues from the current digital and social age by incorporating a more voyeuristic approach to the concept, photography and styling.
Nine West features 4 key spring trends – Glitter, Silver, Floral & Brights – which will include Twitter hashtags that speak to each trend in the campaign:
The campaign was shot at the Raleigh Hotel in South Beach, Miami by Photographer Marcus Gaab, which features the next generation “it” models such as Hanne Termote, Hannah Hollman and Nina Vanbree.
Nine West will debut the campaign beginning in February, which will be supported through the end of March. It will roll out in national print publications for the March and April issues of Vogue, Elle, Teen Vogue, Lucky, InStyle, People Style Watch and The New York Post.
Each ad will come to life through videos that allow customers to see the full story of each campaign image unfold on Taxi TV in NYC, online at ninewest.com, partner sites and in-store during the campaign launch.
The online media campaign will be supported through Refinery29.com and Polyvore channels. A series of traditional banner ads and custom features will give customers the opportunity to engage and join the conversation inspired by the social tone of the campaign.
Nine West has partnered with top fashion bloggers including Keiko Lynn, Honestly WTF, Saucy Glossie, and Song of Style, who will invite their readers to join the conversations tied to each hashtag, on their own blogs and social media channels. All conversations surrounding each hashtag will be aggregated and featured on a live feed on ninewest.com and the Nine West Facebook page.
Nine West will also launch a Tag Your Trend contest to invite the Instagram community to submit their own interpretations of each hashtag. Each blogger partner will help select the best look for each trend and Nine West Facebook fans will pick the ultimate winner.
Andrea Fodera, Nine West, 212.536.9659, Andrea_Fodera@ninewest.com