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ZOOMING IN FOR THE HOLIDAYS: Amid the slosh of holiday promotional campaigns, Bloomingdale’s is hoping to stand out with its latest social media initiative, #Zoomingdales. Throughout the month of December, the retailer will post various gift guide collages on its main Instagram account, inspired by the tag #thingsorganizedneatly and themed around four narrative narratives: “Holiday Party Hop”, “Naughty or Nice?”, “Personal Baggage”, and “So New York.” By linking together images from sub-accounts, Bloomingdale’s is enabling users to “zoom in” on the products featured in each main post — 36 photos linked as one giant image, to showcase 100 products per post. Each detailed view will include shoppable links.

“We’re always trying to engage our Instagram community, and delight and surprise them,” explained Jonathan Paul, Bloomingdale’s OVP of Social Media. “Getting our encyclopedic assortment displayed visually in a visceral way was what we’re going for, even if it’s sort of overwhelming and product overload. The idea was to show the breadth of the Bloomingdale’s assortment.”

The campaign launches today.

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