Stuart Weitzman on Instagram
The social platform recently enabled the autoplay function for videos.
Stuart Weitzmanis the first marketer in fashion to launch an Instagram advertising campaign featuring Cinemagraphs in collaboration with visual artistsJamie BeckandKevin Burgof Ann Street Studio, who cleverly pioneered the technique.Seen as living photography, the Cinemagraph is a unique hybrid of photography and individual instants of motion isolated against a static image.Showcasing Cinemagraphs on Instagram creates motion in the feed because the social platform recently enabled the autoplay function for videos.
Stuart Weitzmanembraced this opportunity on Instagram by creating an unprecedented digital advertising campaign with four Cinemagraphs spotlighting key spring styles: the LOVEFRINGE stiletto, the MYSLIDE sandal, the SPARTA gladiator and the FRINGETIMES bootie. The campaign elevates the moving images into something much more refined, offering an immersive experience.
The playful nature of the brand is creatively displayed with one of the Cinemagraphs flickering founder and designerStuart Weitzman’simage in a television set. To emphasize its omnichannel approach and strategy,Stuart Weitzmancreated the campaign around its proprietary hashtag #inourshoes.
«Cinemagraphs allow us to share mesmerizing moments that extend the visual vocabulary of the brand. We are very excited to bring life to this innovative Instagram campaign, which will enable us to connect with new consumers on an intimate and aspirational level. The opportunities for engagement and organic reach are limitless,» saidSusan Duffy, Chief Marketing Officer ofStuart Weitzman.
«Autoplay on Facebook and Instagram has opened up so many new possibilities and we were thrilled to work withStuart Weitzmanto bring their shoes to life in a way no one has ever done», saidJamie BeckandKevin Burgof Ann Street Studio.
The Stuart Weitzman Cinemagraph advertising campaign, which runs for two weeks on Instagram, will target women aged 22 to 40 inNorth America. Its key objective is to build brand affinity and awareness while simultaneously reinforcing the #inourshoes positioning. The campaign will also utilize Facebook’s new reach capabilities: a supplementary media buy on the channel will retarget people who see the campaign on Instagram – a recent development that extends the storytelling capabilities across both social platforms.
Stuart Weitzman, a global leader in designer footwear, operates 45 retail stores acrossthe United States, includingNew York, Beverly Hills,Chicago,BostonandLas Vegas. The company also has 75 international stores, 14 international shop-in-shops, and e-commerce sites inthe United States,Canada,EuropeandHong Kong.Stuart Weitzmanfootwear and accessories are sold in more than 70 countries. Stuart Weitzman Holdings, LLC is a portfolio company of Sycamore Partners.
A luxury brand built upon the idea of creating a beautifully-constructed shoe,Stuart Weitzman’smain objective has always been to merge fashion and function. The first thing a women puts on in the morning and the last thing she takes off at night, founder and designerStuart Weitzman’sshoes are engineered to feel as good as they look and to look as good as they feel.