FallForUs

Aritzia uses social media star power to promote fall collection

Aritzia has enlisted some familiar faces to participate in a social media campaign that playfully showcases its fall collection.

Actresses Jamie Chung, Anna Camp, Greta Lee, singer Tinashe and blogger Chriselle Lim are among the females featured in the #FallForUs campaign that launched Wednesday on Instagram, Twitter, on the retailer’s website and online magazine. The women were all photographed wearing an item from the fall collection that they have “fallen for.”

When coming up with ideas for the fall campaign, Oliver Walsh, chief marketing officer at Aritzia, told Marketing that Instagram was a particularly good fit because it’s a tool that so many of its consumers use for style inspiration.

From there, the Aritzia team decided on a list of female influencers to highlight in the campaign. Walsh said they were looking for up and coming female talent across arts, culture and entertainment, which is a huge area of focus and commitment for the retailer. Each year since 2005, the Vancouver-based retailer has featured the work of an up-and-coming photographer on its bags as part of an initiative called “Artistic Licence.” The photographer’s work is also showcased online and in the retailer’s magazine.

As “friends” of the brand, the women featured in the new campaign weren’t compensated for appearing in the campaign.

Chriselle

Walsh, who started with the Canadian clothing boutique in November 2013, said he believes this to be the largest social media-based campaign that Aritzia has undertaken. But it’s not about the platform, he said. It’s about understanding consumer behaviour.

“It’s about understanding the customer and what she’s doing at that time and what we think is exciting about the product and thinking about ways in which we can use all of our channels to tell the important stories about our product and our brand,” he said.

Brands Articles

Airbnb names North Strategic PR agency of record

U.S.-based online hospitality company works to build awareness in Canada

CTV’s content-driven approach to PR

Pairing traditional press releases with quirky, Buzzfeed-inspired lists

Home Depot data breach brings class action suit

Big box retailer joins others dealing with life after the hack

Campbell Company gives soup products a facelift

Heritage brands reformulated and repackaged for contemporary tastes

‘Crave More’ attempts to make PC a lifestyle brand

New campaign from John St. asks a lot of questions

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path