Jan 20, 2017 | By WGSN Insider
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Marc by Marc Jacobs debuts its Instagram casting winners in the brand’s second foray into social media scouting for its Spring 2015 ad campaign.
The 11 lucky winners take over where last season’s Instagram cast models left off with a shoot by David Sims and styling by Marc Jacob BFF Katie Grand. Debuting (naturally) on Instagram, the campaign highlights each of the models’ personal social handles, with the range of followings falling between 400 to over 10K.
Instagram scouting has quickly become the new normal over the last year as brands including ASOS, DKNY, Diesel and Brandy Melville have each tied in marketing campaigns surrounding the social media casting of their seasonal ads.
Diesel creative director Nicola Formichetti got the ball rolling by using Tumblr for the brand’s Spring 2014 casting while ASOS in June last year ran a competition with Models 1 in the UK for its Curve category, with the hashtag #MakeMeACurveModel.
Soon after Marc by Marc followed with its first #castmemarc campaign for A/W 14/15 attracting over 70,000 entries. Jacobs told WWD, “It seemed like a great idea to me, as casting through Instagram seemed cool, current and strong.”
While social scouting is picking up speed as a new marketing strategy, its nothing new from a casting perspective according to Jeni Rose, VP of scouting for IMG who told Fashionista.com, “We’ve been scouting via social for awhile now and have developed proprietary methods to help us identify the best possible talent.”
One of those methods is IMG’s scouting and development division’s newly launched Instagram ‘We Love Your Genes,’ dedicated to casting fresh model faces. Hopefuls are able to use the hashtag #WLYG to put their face on the screens of the agency’s talent agents.
Social casting also taps into the larger trend towards using ‘real’ models in advertising right now, as brands start to realize the value of using models their customer can relate to. Retailers and luxury brands that have caught on in the last year include Banana Republic, Barneys, J.Crew, Aerie, Cole Haan and Lanvin.
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