NEW YORK: Nine West, a mass market shoe brand, has announced a social media initiative to promote the introduction of a vintage-inspired line of shoes that will debut in late July. The company hopes the multidimensional effort goes viral.
The brand partnered with folk singer Miranda Lee Richards for a YouTube song contest, as well as shoe charity Soles4Souls, and Lucky magazine for an ongoing marketing effort.
“I think right now it's all about keeping open dialogue with consumers, and it's why online, viral, and social media [marketing] is so important,” said Quynh Dang, senior PR manager at Jones Apparel Group, owner of Nine West. “We want to engage our consumers. This new [casual] collection will reach a completely different customer.”
The contest, hosted on YouTube, will launch in mid-July and task consumers with uploading a song that represents the brand. Richards will announce finalists at a shopping event at the brand's New York City Fifth Avenue store. The team will also ask attendees to bring in gently worn shoes to donate to Soles4Souls.
Working with Harrison & Shriftman, the team will promote the collection, contest, and Soles4Souls' cause on its microsite, www.ninewest.com/vintageamericacollection, as well corporate Facebook and Twitter pages. The collection's creative director is expected to Tweet once the contest launches, explained Dang.
Lucky magazine will highlight Richards' work with the campaign and details of the launch. Also, in each issue before December the magazine will feature an item from the collection.
“We've partnered [with Lucky] before,” Dang added. “The collection itself is such a Lucky collection. It speaks to their readers.”
She declined to comment on the budget for the effort.