In an effort to boost brand marketing awareness and sales from the East Coast, Revolve partnered with top Instagram influencers in the fashion and beauty space to launch a social media campaign, #RevolveintheHamptons. In this Instagram-focused campaign, Revolve invited esteemed fashion bloggers to spend a weekend at an estate in The Hamptons, a popular summer holiday destination, on Eastern Long Island, New York.
Revolve, a California-based e-commerce retailer, offers an unparalleled selection of premium designers, both established and upcoming. Revolve’s aesthetic encapsulates the Los Angeles chic lifestyle and is geared towards Millennials. Founded in 2003 by two friends, Michael Mente and Mike Karanikolas, Revolve has grown to carry over 500 brands and has become a trendsetting force in the fashion industry.
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Mente attributes the brand’s success to targeted campaigns that foster genuine interest. “The growth has been very organic,” Mente told Bloomberg in a 2015 interview. “It’s been very repeat-customer-driven, loyalty-driven.”
Revolve’s marketing strategy is primarily focused on where their customers spend the most time: mobile (Adweek). In 2014, Revolve debuted a user-generated strategy that let shoppers tag their outfits from Revolve using #RevolveMe for a chance to have their picture featured on Instagram (the preferred social media platform for fashion and beauty brands, according to Digiday).
The weekend-long affair brought the most prolific names in fashion together for a fun-filled weekend with industry events and parties. To start, top Instagram influencers were asked to choose their favorite pieces from Revolve.com and feature the products in their posts with the hashtag #REVOLVEintheHamptons. Bloggers who stayed at the estate were granted access to the swimming pool, tennis courts, beachfront, and even a life-sized chess set.
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As part of the campaign, Revolve operated a weekend pop-up shop from July 3–July 26. Top celebrity blogger Shay Mitchell of Amore and Vita, co-hosted the inaugural party with People Style Watch at the Surf Lodge in Montauk.
The aspirational branded campaign featured some of the most beautiful, high-reach social influencers in the world, including:
As one the top Instagram influencers for fashion and beauty, Dutch blogger Negin Mirsalehi has collaborated with prestigious fashion houses including Dolce & Gabbana and Valentino.
Jessica Stein of Tuula Vintage is a lifestyle influencer whose blog features beautifully curated photographs taken from her voyages all over the world. As one of the top Instagram influencers, she currently reaches 1.8M followers on her Instagram channel alone.
Jamie Chung is an actress and lifestyle celebrity blogger who has an Instagram following of over 700K. She created her blog What the Chung? as a creative outlet and as a source of inspiration for her followers.
Though short, the #REVOLVEintheHamptons campaign generated over 1,700 Instagram tags (which averages to approximately 80 posts daily). Revolve was able to retain customers actively seeking the brand through the localized hashtag, #RevolveintheHamptons. The campaign’s engagement is substantial, with some posts accumulating thousands of likes, and a multitude of comments and shares.
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Brands can achieve success through influencer marketing by aligning with social media influencers that are prominent within their target demographic. This is achieved by thoroughly understanding consumer habits and brand perception within its digital audience. Recently, influencer marketing companies and MCNs (multi-channel networks) have assisted brands in identifying the most strategic placements among a seemingly endless myriad of influencers. By partnering with the right social influencers, brands can quickly gain brand awareness and increase customer retention.