June 20, 2012
Rebecca Minkoff enlisted 14 well-known bloggers to introduce the new spring/summer 2013 collection through a contest that spanned Facebook, Twitter, Instagram, Pinterest, Stylecaster, SocialCam and the Minkette blog.
Rebecca Minkoff shot the Morning After Walk of Shame contest in Southampton late last week where each of the bloggers wore an outfit from the new collection. Consumers are able to vote on the contest until 8 p.m. Eastern Time tonight and upload their own images to win a gift card from Rebecca Minkoff.
“The strategy was to incorporate all of the company channels into a 360-degree comprehensive campaign, using email, Facebook, Twitter, Instagram, Pinterest, Social Cam, blogs and our relationship with Stylecaster to drive brand awareness and enhance our brand’s digital presence,” said Uri Minkoff, cofounder/CEO of Rebecca Minkoff, New York.
“The goal is to drive followers and fans to the newly-revamped Rebecca Minkoff social media channels and continue to strengthen our relationships with bloggers who are incredibly supportive of the Rebecca Minkoff brand, and have always been a key to driving awareness,” he said.
Each of the bloggers – from noted online hubs including Natacha Steven, NYC Pretty, Cheetah is the New Black, De Lune, My Style Pill, Le Style Child, We Wore What, Downtown From Behind, I Spy DIY, Saucy Glossie, Sartorial Girl, WTF Is Up With My Love Life and Pizza Rulez – struck their best “walk of shame” pose.
Morning After photo contest on Rebecca Minkoff's Facebook page
Consumers can “like” each of the posts on the Rebecca Minkoff Facebook album until 5 p.m. Eastern Time tonight. The winning blogger will give a gift card to one of her followers.
In addition, consumers can upload their own morning after images onto Stylecaster until June 25 with the chance of winning a gift card.
During the event, Rebecca Minkoff live-pinned, Instagrammed and Tweeted what was happening. It also took a video that can be watched by downloading the SocialCam mobile application or at the Web site.
Pinterest board of the Hamptons weekend
“You cannot put a price on giving your fans and loyal consumers exactly what they want,” Mr. Minkoff said. “We are a brand that is young at heart but continues to mature with our consumer.
“We mean something different to every woman at every milestone of her life,” he said. “This brand started based on the downtown romantic – a woman who embodies femininity with a city-girl edge.”
Rebecca Minkoff relies heavily on social media for the majority of its marketing efforts.
In fact, the brand has seen tremendous success with social media. For example, Rebecca Minkoff’s usage of “shoetography” on Instagram helped propel sales 100 percent in the spring of this year.
In addition, the brand projects sales to be up 200 percent this year, Mr. Minkoff recently stated (see story).
Rebecca Minkoff does partner with bloggers quite often, both for traditional campaigns and just for fun.
For example, Ms. Minkoff goofed off with famed blogger Leandra from ManRepeller and model Hilary Rhoda in a cover video of the famed song “Call Me Maybe” as the three got ready for the 2012 Council of Fashion Designers of America Awards earlier this month.
"Call Me Maybe" cover
In addition, hosting a contest across all of the Rebecca Minkoff social media channels ensures that all consumers can get involved no matter on what media they choose to participate.
The brand’s use of bloggers in the Walk of Shame effort ensures social media buzz as the writers talk about their experience and show off the new Rebecca Minkoff collection.
Blog post about the Morning After weekend
“Word of mouth from a trusted source is the key to driving sales and more importantly the brand’s reputation ,” Mr. Minkoff said. “Social media is a great way to have a two-way conversation and inform the consumer about product quality, new arrivals to the Web site and respond directly to their inquiries.
“It also helps us as a company gauge what people are responding to and which products they love,” he said. “Bloggers, our fans and loyal customers, are the heart of this brand’s success.”
Rachel Lamb, associate reporter on Luxury Daily, New York