Stuart Weitzman is ramping up its social media advertising efforts, launching Instagram-based ads for the first time on Wednesday.
This story first appeared in the April 7, 2015 issue of WWD. Subscribe Today.
The campaign will feature Cinemagraphs — a photography and video hybrid created by Ann Street Studio’s Jamie Beck and Kevin Burg — and highlight the brand’s key spring styles: a high-heeled slide, a gladiator, a fringe sandal and a fringe bootie. Beck and Burg created four Cinemagraphs, marking the first time the brand will offer a campaign that’s exclusive to social media.
Stuart Weitzman has amassed an Instagram following of more than 181,000. It was this growing base and Instagram’s new autoplay function for videos that gave the brand the push it needed to focus more marketing dollars on the platform.
“When you scroll through Instagram and see a little bit of motion, you stop,” said Susan Duffy, chief marketing officer. “We want to capture our client’s attention.”
The footwear brand has been working with the photo- and video-sharing platform’s parent company Facebook since 2012. Stuart Weitzman has upped its efforts on the company’s namesake social media network dramatically, spending nearly two-thirds of its entire 2014 Facebook budget in just the first quarter of this year. The brand plans to increase media spending on the platform by more than 300 percent in 2015.
Stuart Weitzman also will remarket the campaign to Facebook users after they have already seen it on their Instagram accounts.
The footwear company will start testing Rich Pins this week, with product selections based on real-time analytics. Footwear that has garnered interest on social media will be targeted for these enhanced pins, which will contain real-time pricing, availability and link consumers to a direct point of purchase.