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Stuart Weitzman debuts Instagram-based ad campaign

BY Marianne Wilson

New York — Upscale footwear brand Stuart Weitzman has launched its first Instagram-based advertising campaign. The online campaign features Cinemagraphs, which animates a portion of a photo so that it looks like a video. It was done in collaboration with Jamie Beck and Kevin Burg of Ann Street Studio.

The Stuart Weitzman digital advertising campaign features four Cinemagraphs spotlighting key spring styles, with one of the Cinemagraphs flickering founder and designer Stuart Weitzman's image in a television set. To emphasize its omnichannel approach and strategy, Stuart Weitzman created the campaign around its proprietary hashtag #inourshoes.

"Cinemagraphs allow us to share mesmerizing moments that extend the visual vocabulary of the brand,” said Susan Duffy, chief marketing officer of Stuart Weitzman. “We are very excited to bring life to this innovative Instagram campaign, which will enable us to connect with new consumers on an intimate and aspirational level. The opportunities for engagement and organic reach are limitless."

The advertising campaign, which runs for two weeks on Instagram, targeting women aged 22 to 40 in North America. 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.

Stuart Weitzman operates 45 retail stores across the United States, 75 international stores, 14 international shop-in-shops, and e-commerce sites in the United States, Canada, Europe and Hong Kong.

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