Candie’s will focus its spring/summer 2015 marketing campaign primarily on the social media network Instagram.
Creative will feature fashion blogger Shea Marie. Marie’s Web site, "Peace Love Shea" garners over 3 million impressions per day. This is the first time the brand will feature a fashion blogger in a marketing campaign.
The campaign, geared toward millennial customers, will reach over 40 million people through Instagram's user engagement and additional print advertising.
Photographed in Tulum, Mexico, the creative shows Marie self styled in head-to-toe Candie's attire from the latest spring/summer collection available exclusively at Kohl's nationwide and Kohls.com.
The images feature the Los Angeles blogger casually hanging out in a serene beach setting. In addition to launching on Instagram, the campaign will roll out in May issues of fashion and lifestyle magazines including Teen Vogue and Us Weekly, as well as online.
Dari Marder, CMO, Iconix Brand Group, Inc., says the brand is continuously looking for engaging ways to reach its core demographic.
“By partnering with Instagram, we are able to micro-target this campaign to reach our consumers on a platform that they are virtually living on every day,” Marder says in a release.
The Candie's collection includes junior apparel, swimwear, footwear, handbags, watches, jewelry, eyewear and accessories.