NEW YORK: Shoe designer and retailer Steve Madden is launching a social media campaign to give consumers a behind-the-scenes look at 2013 New York Fashion Week events.
The “Meet the Makers” initiative, which will run from February 7 to February 18, will offer consumers additional coverage of Fashion Week events on the company's social media outlets, as well as a chance to win prizes.
“As with any campaign, our goal is always to drive engagement while giving our audience a reason to come back,” said Gabriella Weiser, marketing director at Steve Madden, via email. “We want to create campaigns that educate our consumers and add value by giving them information they cannot get anywhere else.”
Steve Madden will release videos starring Fashion Week attendees, such as designers, stylists, photographers, bloggers, and editors, every day of the campaign. The company will also post Instagram photos, Twitter updates, and daily prize opportunities through the 11 days of the initiative.
The company will name a winner on February 20. He or she will meet Steve Madden and have the chance to design a pair of shoes at the company's factory in New York.
“This campaign will take over the Steve Madden social media space,” said Weiser, via email.
While the brand's social channels are the campaign's main engagement avenues, she added that Factory PR is overseeing national media outreach and Kravetz & Company Public Relations is handling all West Coast press.
The campaign's concept came from the previous “Crashin' Fashion Week” campaign by Steve Madden, explained Weiser. That effort offered fans various prizes, such as a pair of Steve Madden shoes every month for a year and a chance to intern at Paper magazine.