What Happened
Corona launched a summer-fashion-themed social campaign with some help from fashion e-retailer Gilt Groupe. The companies worked with fashion bloggers and influencers to create “Light Look” outfits inspired by Corona products and push out the content through its website and the influencers’ Instagram accounts. Consumers can also submit their own Corona-inspired summer looks for a chance to win a $200 shopping credit provided by Gilt.
What Brands Need To Do
This campaign provides a new example of how a brand can leverage fashion, a buzzy topic on Instagram with a vibrant community of users, to explore a fun, seasonal angle to engage with fans and elevate its brand. Previously, Budweiser had partnered with fashion brands Been Trill and Supreme for two limited editions of branded apparel, and auto brands Ford and Cadillac recently inked partnerships with fashion brands and institutions to add a stylish sheen to their cars. For brands seeking to reach a wider audience on social channels, a fashion partnership may be something worth looking into.
Source: Glossy