Bloomingdale’s fall campaign creates a team from its followers

Luxury Daily – Department store chain Bloomingdale’s is looking to continue back-to-school sales with an effort that taps user-generated content to expand its reach. In keeping with a back-to-school theme, Bloomingdale’s is promoting its “varsity-level” fall collection by mining social media for user content to incorporate on its Instagram. Spanning various social channels, Bloomingdale’s is weaving its campaign content into a strategy that will entice users to participate.

“By increasing their social media exposure through key influencers in the Instagram world, Bloomingdale’s will effectively spread brand exposure to thousands of potential consumers,” said Laura Sossong, manager at Boston Retail Partners. “A large-scale promotion of this nature that compels multitudes of fashion bloggers to participate creates synergy, volume and hype, making it particularly effective in attracting new appeal.”

“This Bloomingdale’s unique contest is a great way to incentivize brand ambassadorship and reach a large population with a simple, low barrier to entry giveaway,” Ms. Sossong said. “It also gives shoppers inspiration, promoting sales by allowing them to visualize how they would wear various pieces from Bloomingdale’s.

“By searching the keyword #100percentbloomies, access to thousands of photos is provided in one simple, easy to access and easy to shop spot,” she said.

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