A glimpse of the new marc by Marc Jacobs autumn/winter 2014/15 campaign was released via social media this week.
Shot by David Sims and set to debut in Teen Vogue in August, the brand (now under the direction of Katie Hillier and Luella Bartley) veered away from the usual model agencies or celebrities to find its faces, and instead used Instagram as the primary tool to enlist its stars.
The MarcJacobsIntl Instagram account started casting for the campaign back in April, calling its followers to action by asking them to post their ‘best modelling look’ using the hashtag #CastMeMarc. According to WWD, 70,000 entries rolled in; 30 finalists were then selected, flown to New York and cut down to nine lucky individuals who were chosen to be part of the campaign.
Instagram competitions are no longer a novelty in the fashion world, but this was nevertheless a smart branding step to take. #CastMeMarc created excitement and generated social media buzz months before the campaign even began. The fact that it motivated so many followers to post submissions indicates Instagram was an ideal channel to use.
The initiative also makes the brand more relatable. By choosing to feature their own audience for autumn/winter 2014, marc by Marc Jacobs becomes more approachable and signals it trusts its fans to be ‘cool-enough’ to qualify as model material.
The initiative also gives the brand control over how the public perceive a typical marc by Marc Jacobs customer, and should thereby serve to strengthen the brand image. The short campaign preview has already painted a clear image: individuals of various ethnic backgrounds sporting quirky hair colours are shown, driving home the point that the brand is international, young, unconventional and not afraid to stand out. Teen Vogue should be a great vessel both for the campaign launch and to bring more young customers on board.