Net-a-Porter calls for shopper content with #TheNETSet social campaign

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The signature black boxes that arrive from Net-a-Porter tied with a grosgain ribbon have long been a favourite for user-generated content. From Instagram images to YouTube haul videos, consumers recurrently share their luxury deliveries and their purchases enclosed inside.

Now, the e-commerce site has started calling for shoppers to do even more so, inviting them to share their photos over Twitter or Instagram using the hashtag #TheNETSet. It’s such an obvious move, it’s almost amazing the company hasn’t done it before.

A month since launch and dozens of images are being shared every day – over 1,500 in total so far according to a tweet from the team on September 27. The best of them are then being curated into a page on the Net-a-Porter site, as well as on some of its other platforms including Pinterest.

It’s also possible to Shop #TheNETSet through a separate page hosting products seen in the crowdsourced content.

This social project arrived in the same month as Net-a-Porter’s bigger announcement of its new social app, The Netbook.