Palladium relies on Instagram for winter campaign
For this winter, French footwear label Palladium is deploying a social media-based communications strategy, having decided to promote its waterproof range through Instagram. It has selected a team of 17 Instagrammers, labelled the 'Explorers', each based in a different European city, and has given them the task of showcasing their cities together with the Palladium range.
The brand recruited four photographers in the UK, five in Germany, three in the Netherlands, two in Belgium and three in France, who have offered their own take on how to wear Palladium boots. Their images have been posted on their Instagram accounts and on the brand's Instagram and Facebook pages.
"Our influencers' Instagram communities have over 300,000 followers, allowing our campaign to really resonate on social media, the label has explained. Our stores have played along too, setting up dedicated window-displays showcasing the products and broadcasting the video."
Palladium has not quantified the impact on rebound rates, but says its waterproof products are best-sellers on its USA and European e-commerce websites.
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