According to L2 Think Tank, Instagram registers the highest level of consumer engagement and interaction across all social media platforms. Needless to say, brands are capitalising on that – and none more so than Oscar de la Renta this week, who released its autumn/winter 2013/14 campaign exclusively via its OscarPRGirl account
Those images – as featured below – are also accompanied by an e-commerce tie-in on Oscardelarenta.com, where the full corresponding collection is available for pre-order, ranging from $110 costume jewellery to gowns at nearly $14,000.
According to Oscar CEO, Alex Bolen, the initiative has the promise of being “extremely measurable”, reports WWD. The brand will be able to see how successful it is by tracking the amount of clicks to its website, not to mention preorder sales in real-time.
“Forgetting that it’s via a fairly new distribution mode, this is about creative working harder for us,” Bolen said. “That’s forever been a challenge for people in our business. We’re always reviewing our print buys. We’re constantly trying to figure out ways to better measure the return that we’re getting on our investment… We will book more resources [to digital programs] if it works well, and less behind those that work less well.”
The campaign was shot by Norman Jean Roy and styled by Alex White, with make-up and hair by Gucci Westman and Orlando Pita. The models are Kate Bogucharskaia, Patricija Motiejunaite and Iris Van Berne.