You know when your Instagram feed lights up with a million photos of an event that all your friends are simultaneously attending and photographing and posting? Well, that’s the type of flash mob experience clothing retailer Madewell wanted to recreate in its recent “Flashtagram” campaign — a photo takeover of Instagram featuring Madewell jeans.
“Since denim is at the core of our brand identity and we have such great relationship with our favorite Instagrammers, it seemed like a no brainer to marry the two,” said Somsack Sikhounmuong, the head of design for Madewell. “From there, the Flashtagram was born.”
At noon on last Friday, a group of 500 Madewell employees, bloggers, and editors from Allure, NYLON, Elle, Marie Claire, among others, posted their best denim shots with the hashtags #denimmadewell and #flashtagram.
The result was more than 1,600 posts to the #denimmadewell hashtag, more than 160,000 likes from the posts on Friday, and 8.50 million impressions in total. Madewell’s Instagram account has 151,000 followers.
This is the first campaign effort by the retailer on Instagram. Other than gifting a few pairs of denim, none of the campaign was paid. The effort is reminiscent of a similar takeover by Uniqlo on Pinterest two years ago, though the Uniqlo campaign was internal-only.
It must be noted, however, that not everyone was thrilled by being inundated with denim:
— Kate Smith (@katewordsmith) February 14, 2014
More in Marketing
TikTok has officially launched its new e-commerce platform, TikTok Shop, earlier this month on August 1. Using the new e-commerce platform, brands and creators can sell products directly on the platform, potentially creating new revenue streams, and tap into the short-form video platform’s growing popularity.
‘The influencer industry can be really vile’: Confessions of an influencer marketer on the industry’s unfair hiring practices
While the influencer industry might sound exciting and like it’s full of opportunities, one marketer can vouch for the horrific scenarios that still take place behind the scenes.
After a tumultuous 12 months, marketers are getting a clear picture of how they really did during a time of true uncertainty. And, as it turns out, it wasn’t all that bad.
Ad position: web_bfu