Social media is the perfect way to connect with your customers and build a community. It’s easy to understand why social media campaigns have become such a big driver of business for emerging fashion brands. If you create great content, for the right audience, social media can be one of the best tools in your marketing toolbox.
Of course, you already know how important social media is! But with all the day-to-day work that goes into social media management, it can be easy to lose sight of the bigger picture. Social media is built for big ideas! We love looking at other great fashion brands who are leading the curve in social media to get inspiration. There are so many new platforms, new tools for those platforms, and new ways to leverage those tools.
Get inspired by a few of our favorite successful fashion social media campaigns here!
Everlane’s Linen Jumpsuit, Styled Three Ways
Everlane consistently creates imaginative, interesting social media campaigns that also leverage the platform’s tools. When they launched the Linen Jumpsuit, they asked a number of female business owners to style the jumpsuit in three different ways. This really showed off the versatility of the style.
These photos were not only shared to the influencers’ accounts, but also on Everlane’s Instagram feed and their Stories. It tied in the key value proposition of their jumpsuit (its versatility) by featuring busy, stylish women, making the design their own. It also amplified the content by getting these women to share to their own networks. And it also created high-quality content for Everlane to publish on their own social accounts.
Aerie’s #AerieREAL
This popular campaign by Aerie wasn’t limited to their social media, but it served as a broader marketing message that was served really well by their social media channels. Aerie committed to no longer retouching any of their models, starting in 2014, and they’ve continued this commitment until today.
They started the hashtag #AerieREAL on their Instagram (@aerie) to talk openly about why they made this choice. They also invited their whole community to tell stories about what #AerieREAL means to them. Aerie uses this hashtag in posts to invite user-generated content in stories and images. It generates aton of content from women all over the world. In fact, at the time of this writing, there are nearly 200,000 posts that use that hashtag!
What’s really great is how Aerie is able to tie in this message into so much of their social media marketing. It’s flexible enough that they can use the hashtag in different ways. This leaves room for variety in their storytelling.
Midland #midlandgalsforchange
Midland’s Spring campaign was the perfect combination of quality content, influencer marketing, and social impact. On their Instagram (@midland_shop), they chose a series of influential women working towards change in their communities to highlight, and featured them on their social media.
Not only did they tell each woman’s story in a well-written Instagram post, but they also created a unified series of photographs of these women (in Midland clothing, of course), that ties the whole campaign together. These posts got great engagement in likes and comments. Of course, they also got shared by the influential women who got to tell their story to a broader audience. It’s a win-win.
Girlfriend Collective’s Giveaways
We know giveaways on Instagram are a pretty standard thing nowadays, but that makes Girlfriend Collective’s giveaway campaigns stand out even more. Their content for each giveaway includes a styled photo of all of the brands together.
Here’s an example from their Instagram (@girlfriend) for this year’s Mother’s Day giveaway:
Ensuring that you have the right brand aesthetic for all brands involved, showcasing each brand effectively, and making it all feel cohesive (rather than just a bunch of products on a table), is not an easy thing to do. Girlfriend Collective does a great job of all these things. It’s the type of image that stops the endless scroll, and that’s the whole point of a great campaign on Instagram.
Atlas Supply’s Name That Bag
Atlas Supply makes these gorgeous leather travel backpacks and has the stunning travel content on their social media to prove it! Each time they launch new colors, they invite their community to come up with names for each color as part of a giveaway. The winner gets a free bag in the color they named.
This is such a fun, engaging way to get the community invested in your product. Their engagement rate goes through the roof on these posts (1800+ comments on this post!). Best of all, people get so creative and funny with their ideas.
Glossier’s Eye Cream Announcement
Admittedly, Glossier is more beauty than fashion, but there is a lot we can learn from their powerful social media campaigns. Glossier’s Instagram (@glossier) often screenshots texts and Tweets from their customers, raving about their products. It’s a great way to show off 5-star customer testimonials, and they tend to share the funniest ones that will generate a lot of engagement.
When Glossier was teasing their new eye cream product, Bubblewrap, they shared a screenshot of a customer Tweet that asked for an eye cream at the beginning of the year. It’s the perfect way to show that they’re listening to their customers and responding to what they want.
It also hints that their community should Tweet at Glossier or comment on their Instagram with more requests and ideas. Highlighting community engagement is a great way to invite more of it!
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What has inspired you lately? Send us your favorite social media campaigns!