This Marc Jacobs campaign for his Spring/Summer 2015 collection features a cast of models found via social media. Marc by Marc Jacobs's second season found its models using Instagram. To be in the ads, the models had to upload a picture of themselves using the hashtag #castmemarc. Over 100,000 entries were whittled down to a final 11 selected by brand designers Katie Hillier and Luella Bartley along with fashion industry casting director Anita Bitton.
This Marc Jacobs campaign illustrates yet again how social media is an interactive platform that allows brands and consumers to communicate in new ways. It also demonstrates an unpretentious approach to authentic advertising while perpetuating the new American dream where anyone can get famous (especially online).
Social Media-Cast Ads
This Marc Jacobs Campaign Cast Its Models Using Instagram and a Hashtag
Trend Themes
1. Social Media-cast Ads - The trend of utilizing social media for casting models and creating user-generated content for advertising campaigns creates an opportunity for increased consumer engagement and authenticity in branding and advertising.
2. Inclusive Advertising - The trend of using social media to cast models from a diverse range of backgrounds creates an opportunity for brands to showcase inclusivity and diversity, potentially reaching new audiences.
3. Crowdsourced Content - The trend of crowdsourcing content via social media platforms, such as using a hashtag to find models for a campaign, creates an opportunity for brands to involve consumers in the creative process and generate buzz around a campaign.
Industry Implications
1. Fashion - The fashion industry can leverage social media-cast ads as an opportunity to showcase diversity, reach new audiences, and involve consumers in the creative process of advertising campaigns in an authentic and unpretentious way.
2. Advertising - The advertising industry can utilize social media-cast ads as an opportunity to create more inclusive and diverse campaigns, increase consumer engagement and generate buzz around a campaign through user-generated content.
3. Social Media - The social media industry can benefit from the trend of social media-cast ads, with brands increasingly using these platforms as a way to reach and engage with consumers in new ways and potentially drive more ad revenue.