Jelavender
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wwd
wwdConsumers who follow OscarPRGirl on Instagram, and are plugged into the company’s Facebook, Twitter and Tumblr pages, will get their first look at Oscar de la Renta’s fall ad campaign today on Instagram — weeks before the September issues of Anna Wintour’s Vogue or Elle, Town & Country, WSJ. Magazine, Departures, British Vogue and Tatler hit. It’s an early test on the part of de la Renta — and another sign of how the digital world, and Instagram’s photo and video sharing platform in particular, are impacting the way fashion brands reach consumers. “One can measure clicks and see how much the cash register rings,” said Alex Bolen, Oscar de la Renta chief executive officer. “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 fashion house will release its fall ad campaign via the OscarPRGirl’s Instagram account, where the brand’s social media personality — also known as senior vice president of global communications Erika Bearman — has more than 175,000 followers. Following the initial Instagram post, the full-size ad campaign images will be promoted on the brand’s social media channels — where it collectively has about two million followers. There’s also an e-commerce tie-in: A presale functionality on digital flagship oscardelarenta.com will launch simultaneously so users can shop the ad campaign.
facebook/odlrLet me tell you a secret: we are releasing our fall campaign exclusively on Oscarprgirl's instagram in just a few hours. Watch this space, k? #ODLRfall13
