• Photo courtesy teaser Instagram ad campaign Oscar de la Renta

Photo courtesy teaser Instagram ad campaign Oscar de la Renta

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Oscar de la Renta's Fall Ad Campaign on Instagram

fashion & stylenews

24 July 2013
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Oscar de la Renta's Fall Ad Campaign on Instagram 

Instagram, owned by Facebook, has become a powerful tool for brands to expand their media messages. It is more cost effective and more efficient sometimes. If a print ad can cost up to ten thousands of euros, an Instagram campaign can cost only the salary of the digital person. So, more efficient!

"One can measure clicks and see how much the cash register rings," said Alex Bolen, Oscar de la Renta chief executive officer cited by WWD. "Are we making decisions based on that today? Yes. Is it at this point a radical departure from past practices? No. But could experiences like this, if they are successful, lead to big changes? Absolutely."  

The campaign is shot by Norman Jean Royin collaboration with make-up artist Alex White, hair by Gucci Westman and Orlando Pita. The models in the campaign are Kate Bogucharskaia, Patricija Motiejunaite and Iris Van Berne and they are wearing the brand's costume jewelry collection. 

Luxury brands on social networks: Facebook, Twitter, Instagram, Tumblr:

So, it it a media wave to take into consideration. And Oscar de la Renta is testing it. The Oscar de la Renta brand will launch its campaign on the Instagram account OscarPRGirl, the person behind the digital branding also known as senior vice president of global communications Erika Bearman. The other social networks will follow: Facebook, Twitter, Tumblr. Also, there is an e-commerce launch also where can visitors can shop the ad campaign.

Instagram, a social network for a younger audience:  

"Oscar de la Renta is trying to position the brand among younger audiences, so that's an interesting move, but I'm pretty sure all of the luxury brands will continue to advertise in Glamour and Vogue," Pucci-Sisti Maisonrouge, adjunct professor at the Columbia Business School said, cited by WWD. She added that a few years ago she thought digital was going to replace hard copy, but she has since changed her mind. "I don't think it's going to happen, at least not in the near future." 

The Oscar de la Renta Instagram's account measures more than 175.000 followers. The top Instagram account has on the first place Lauren Conrad with 2.1 million followers, Nike with 1.7 million followers and Forever 21 with 1.4 followers.

Editor Andra Oprea