Social media marketing spending is rising dramatically. According to Salesforce.com’s “State of Marketing 2015” report, which polled 5,000 marketers, 70 percent of them plan to boost their social media ad dollars this year.
Stuart Weitzman will be marking its first advertising campaign on Instagram with the use of Cinemagraphs — a photography and video hybrid created by Ann Street Studio.
“We love ‘fashion firsts’ for the brand and this is an innovative way of creating an immersive original content experience,” said CMO Susan Duffy. “Cinemagraphs are a vehicle that we can use to surprise and delight, engage and inspire, and attract new followers. The Cinemagraph form is mesmerizing in its ability to draw viewers into its unique hybrid of photography and video.”
These Instagram ads will be highlighting Stuart Weitzman’s key spring styles, including a high-heeled slide, a gladiator, a fringe sandal and a fringe bootie.
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Duffy added: “Through our branded hashtag #inourshoes we receive a high level of user-generated content from Stuart Weitzman brand enthusiasts. To honor the spirit of the Instagram community, collaborating with artistic content creators is top of mind for us as a chief engagement and growth strategy for 2015.”
One major retailer that advertises on social platforms, particularly on Facebook, is Nordstrom. Dan Evans, director of business public relations at Nordstrom, said “We view it as an opportunity for us to talk about our brand or special events, like our Anniversary Sale, pro-actively to our customers.”
Advertising on social can also be an effective way to stand out in a crowded and competitive marketplace.
“We occasionally use paid Twitter and Facebook advertising in order to geo-target our messages,” said Rebecca Minkoff, the creative force behind her namesake brand. “We are constantly hosting local events in our stores in NYC and San Francisco and use paid advertising to reach the most applicable audience.”
Jimmy Choo uses social advertising to broaden the brand’s reach. “When we have wanted to maximize the audience size, paid media is the most effective and targeted [method],” said CEO Pierre Denis. “It’s a great way to generate brand awareness since the networks hold huge volumes of data on the audience, allowing us to be very specific about who we are targeting and introducing to the brand.”
One example: After Jimmy Choo promoted its fall ’14 campaign starring Kit Harington on Facebook, the brand noted a large number of male visitors to the website who were intrigued by the campaign and were seeking new information.