Kate Bosworth, Lucy Hale star in Shopbops influencer-driven holiday campaign
By Rakin Azfar
November 16, 2016
Lucy Hale stars in Shopbop's new influencer campaign
Womens designer fashion retailer Shopbop is ringing in the holidays early with a digital campaign lush with celebrities and influencers alike.
Shopbop is running the targeted campaign, called #HolidayHowTo, on various digital channels, including social media, mobile video outlets, its homepage and email. The campaign will culminate in an Instagram-hosted contest inviting customers to participate by sharing their own #HolidayHowTo.
"We wanted to provide a two-way conversation with our customer on social and feel that the competition allows for that dialogue," said Emma Paton, head of brand marketing and communications at Shopbop. "The #HolidayHowTo Instagram contest invites our customers to participate in the campaign by sharing their individual #HolidayHowTo for a chance to win one of seven $1000 SHOPBOP gift certificates.
"Its our way of celebrating the launch of the campaign and the overall Holiday season with our customers."
The campaign stars actresses Kate Bosworth and Lucy Hale as the lead talent, with a variety of influencers on board for subsequent installations of mobile-optimized video. The talent ranges from an array of fields, including fashion, home décor, street style and fitness.
#HolidayHowTo takes the form of weekly features that star Shopbops lineup of influencers describing how they holiday with the brand. The debut spot, starring Ms. Hale, premiered on Monday on Shopbops digital channels.
Ms. Bosworths entry will debut on December 5, and in the interim Shopbop will be featuring influencers such as its fashion director Caroline Maguire to share her gifting guides for this holiday season, and renowned potter and designer Jonathan Adler to discuss holiday entertaining.
This guy was the true star of Ms. Hale's video
And after the discussion on How to Stay Home and Chill, Bosworth-style, Milans perennial street-style queen and fashion profession Patricia Mansfield will offer tips on purchasing luxury items for the holidays, followed by a meditation from TK and Cipriana Quann on how consumers can treat themselves through the season and ending with a fitness class from model Nina Agdal.
"The selection of the influencers and the brand ambassadors comes back to relevanceand we have ensured that we bring the campaign to life at certain points in the month that best speak to each and to our consumer," Ms. Paton said. "Mobile is huge growth channel for us and therefore the campaign was also developed with mobile front of mindboth from a visual and user-experience perspective."
Shopbops campaign is strikingly similar to many of the influencer-led campaigns held by some of its partnering brands, such as last months Rag & Bone Mens Photo Project which outfitted and interviewed an eclectic selection of stars, including Mikhail Baryshnikov, John Turturro, Mark Hamill and Wiz Khalifa.
Influencer campaigns have been collecting traction in the past few years, not long after the phenomenon of the social media influencer was codified and elevated into popular culture. The approach is especially potent in fashion, where street style and fashion blogs have become arbiters of culture.
An influencer we can all agree on
The #HolidayHowTo campaign is not Shopbops first entry into the world of fashion influencers. Karl Lagerfeld, the creative director of both Chanel and Fendi, took inspiration from his globetrotting lifestyle to create a capsule collection sold by the online retailer last year (see story
And Shopbop recently bolstered its site experience to Chinese consumers by launching a dedicated customer service team in Chengdu, China (see story
"The primary focus for us here at Shopbop is to ensure we are constantly being relevant to our customerwhether that is during a crowded holiday season or at any other time during the retail year," Ms. Paton said. "As such, we chose to work with a mix of influencers and brand ambassadors, all of whom are at the top of their fields, to both represent and inspire our customers and to bring our overarching campaign to life."