Gilt unbuttons multichannel fall campaign featuring sponsored content, mobile videos

Mobile Marketer – Gilt is kicking off the fall season with a foray into broad digital spaces, forging a multichannel campaign featuring mobile-optimized video, a diverse array of campaign images, sponsored content and a pop-up exhibit in New York.

The prominent online retailer and lifestyle brand’s campaign, operating under the banner #GiltLife, is focusing on the Web site’s role as a tastemaker for those who enjoy life in style. To help make its point, Gilt has recruited the talents of model Alessandra Ambrosio, actress Kate Bosworth and celebrity chef Marcus Samuelsson for inclusion in the video component of the campaign.

“Gilt is launching its campaign with celebrities everyone will recognize: a chef, a model, and an actress,” said Paul Dubie, manager at Boston Retail Partners.

“It’s possible that Gilt has chosen to work with these celebrities not because they are necessarily social media influencers but because they are recognizable to consumers,” he said. “We are curious to know how they live when they are not in the spotlight or strutting the catwalk.

“The whole #GiltLife campaign is just that: a glimpse into the entire Gilt lifestyle. Gilt is using their multi-channel campaign to inspire their customers and show off their lifestyle, from men’s to women’s fashion, home and beauty, and to extend an invitation for this experience to their customers.”

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