Marcus Gaab
Nine West is getting into Twitter hashtagging: the four spring 2012 trends it proposes for its advertising campaign come with suggested hashtags to complement the imagery.
It has tried to get some hashtagging going with the new campaign: blogs Keiko Lynn, Honestly WTF, Saucy Glossie and Song of Style will try to get their readers engaged with the hashtags, matching the key trends the company has identified: glitter (#groundedbyglitter), silver (#starringsilver), floral (#poweredbyflower) and brights (#flashingourbrights).
Nine West’s Facebook page and website will carry a feed of the conversations carrying the hashtags.
As part of a Tag Your Trend competition, Instagram users will be asked to send interpretations of the four hashtags, with the bloggers helping to select the best one, and putting it to Nine West Facebook fans to pick a winner.
More conventionally, the advertisements will run in March and April issues of Vogue, Elle, Teen Vogue, Lucky, InStyle, People Style Watch and The New York Post. Taxi TV in New York, Nine West’s website, partner sites and point-of-sale will carry video.
The campaign was shot at the Raleigh Hotel in South Beach, Miami, by Marcus Gaab, with models including Hanne Termote, Hannah Hollman and Nina Vanbree.
Marcus Gaab
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