Candie’s knows where its Millennial customers are—on Instagram. The Iconix-owned apparel and footwear brand announced it will launch a Spring/Summer 2015 marketing campaign exclusively on the photo sharing network, starring fashion blogger Shea Marie from the “Peace Love Shea” style website.
The campaign’s creative centers on head-to-toe Candie’s looks self-styled by Marie. In addition to launching on Instagram, the creative will roll out in May issues of fashion and lifestyle magazines.
“We are continuously looking for engaging ways to reach our core demographic,” said Dari Marder, CMOof Iconix Brand Group, Inc. “By partnering with Instagram, we are able to micro-target this campaign to reach our consumers on a platform that they are virtually living on every day. Shea is a leader in the fashion blog space and we are thrilled to be able to partner with her for this campaign, which is a first for Candie’s.”
The campaign marks the first time Candie’s will feature a fashion blogger in a marketing campaign. Previously, Marie has collaborated with Steven Madden on a range of heavily-studded sneakers, animal print loafers and ankle boots. Her social media platforms total more than 3 million impressions per day.