• by admin , December 9, 2011

In order to promote the Espadrille, Nine West used social media to create a two-way conversation where women could share, comment on and like content. At the center of the campaign were the “new influencers” – fashion bloggers who have strong followings and were actively sharing their style to young fashionistas on a daily basis. The agencies worked with the bloggers to build organic social integration and encourage engagement beyond a click. They turned the bloggers into brand ambassadors by partnering with lookbook.nu, a social shopping site, and providing them with Espadrilles. The bloggers created looks that appeared as editorial content and tirelessly promoted their Espadrille looks across multiple channels including their personal Facebook and Twitter accounts. As a result, the Espadrille category had over a 60 percent sell-through for the season.