For this week’s Best of Links, I wanted to share this bit of news regarding social media’s influence on this year’s semi-annual Mercedes Benz Fashion Week. The article, “Integrative Marketing: A Key Trend During New York Fashion Week,” talks about the increasing trend of designer nails on MBFW runways. These manicures are taking social media by storm as Creative Nail Design (CND) has teamed up with Red Door Interactive to launch a campaign celebrating CND’s 15th anniversary during MBFW. The campaign streams real-time backstage access and makes it available to the public through various social media outlets such as Tumblr, Facebook, Twitter, Pinterest, and Instagram. CND also keeps a daily Vlog throughout fashion week with snapshots and posts on the latest happenings behind the scenes. Talk about a company that is in touch with social media!
This year, CND has focused their efforts greatly in the integration of Pinterest and Instagram. Crosby Noricks, director of social media for Red Door Interactive, explains: “Looking at Instagram or Pinterest, a popular share is often a new manicure, and the more creative the better! CND works directly with designers to develop custom looks each season and the results are always stunning, beyond the typical runway coverage, so we wanted to share our own nail close ups.” Uploading close-ups of these designer nails to social media outlets that excel in content-sharing, specifically Pinterest and Instagram, is a smart PR tactic for the two companies. Both CND and Red Door Interactive are thereby connecting themselves with fashion week and major designers, drawing attention to designer’s collections, meanwhile drawing attention to their own brand as well.
CND created this infographic to show the evolution of the history of nails–who knew a manicure had so much influence?! The company also offered a daily give-away to all their Facebook fans during MBFW for submitting their favorite nail design. This allows fans to feel involved, which is extremely important as Noricks shares: “In the fashion industry, much like many other markets, consumers are looking to feel a personal connection with the brands they love.”