Candie's will launch its spring/summer 2015 marketing campaign exclusively on the social media network, Instagram.
Candie's will utilize the social media platform and its mass influence in the fashion space to expand its reach to its millennial customers. The Candie's campaign will reach over 40 million people through Instagram's user engagement and additional print advertising. The creative will feature fashion blogger Shea Marie of the website, “Peace Love Shea.” Shea's digital reach, which is over 3 million impressions per day, coupled with her high fashion credibility, targets the campaign to a social media savvy and fashion conscious consumer. This is the first time the brand will feature a fashion blogger in a marketing campaign.
Photographed in Tulum, Mexico, the campaign creative showcases Shea self styled in head-to-toe Candie's looks from the latest spring/summer collection available exclusively at Kohl's nationwide and Kohls.com. The images feature the Los Angeles blogger casually hanging out in a serene beach setting. In addition to launching on Instagram, the multi-media campaign will roll out in May issues of fashion and lifestyle magazines such as Teen Vogue and Us Weekly as well as online.
“Candie's is such an iconic American brand. Having the opportunity to creatively direct and star in their campaign has been an exciting partnership for me,” said Marie. “Tulum was the perfect setting as I wanted the photos to tell a story of travel and culture all while maintaining the fun and flirty Candie's aesthetic,” added Marie.
Dari Marder, CMO, Iconix Brand Group, Inc. stated, “We are continuously looking for engaging ways to reach our core demographic. By partnering with Instagram, we are able to micro-target this campaign to reach our consumers on a platform that they are virtually living on every day. Shea is a leader in the fashion blog space and we are thrilled to be able to partner with her for this campaign, which is a first for Candie's.”
The Candie's collection includes junior apparel, swimwear, footwear, handbags, watches, jewelry, eyewear and accessories. Candie's is available exclusively at Kohl's stores nationwide as well as online at Kohls.com.
