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.