The Nine West Spring 2012 advertising campaign, depicts a girl’s weekend getaway in Miami, whilst taking a spin on the modern age social media with photography, styling , and tweet like slogans.
Nine West features 4 key spring trends – Glitter, Silver, Floral & Brights – which will include Twitter hashtags that speak to each trend in the campaign.
The photo shoot was located at Raleigh Hotel in South Beach, Miami by Photographer Marcus Gaab, featuring the next generation “it” models such as Hanne Termote, Hannah Hollman and Nina Vanbree.
The campaign will begin in February through the end of March, rolling out in national print publications for the March and April issues of Vogue, Elle, Teen Vogue, Lucky, InStyle, People Style Watch and The New York Post.
Each ad will come to life through videos that allow customers to see the full story of each campaign image unfold on Taxi TV in NYC, online at ninewest.com, partner sites and in-store during the campaign launch.
Not only do the ads have a social vibe to them, but viewers can also enter into the social stream-powered by Refinery29.com and Polyvore channels.
Top fashion bloggers including Keiko Lynn, Honestly WTF, Saucy Glossie, and Song of Style will invite their readers to join the conversations tied to each hashtag, on their own blogs and social media channels. All conversations surrounding each hashtag will be aggregated and featured on a live feed on ninewest.com and the Nine West Facebook page.
Nine West will also launch a Tag Your Trend contest to invite the Instagram community to submit their own interpretations of each hashtag. Each blogger partner will help select the best look for each trend and Nine West Facebook fans will pick the ultimate winner.