Photo Courtesy of WWD
Leah Robert, Senior VP of Liscensing and Marketing for the Camuto group, which represents such brands as Vince Camuto and Jessica Simpson, also talked about social media advertising during the FN Summit. The Camuto Group did one of their most recent campaigns through facebook, with a college program that featured ten colleges throughout the country, including UCLA, BU, and George Washington. Each college has a brand ambassador and two fashionistas to represent Vince Camuto. The brand wanted to reach the 20-29 age group, and this college campaign seemed perfect. The girls not only did charity projects like a closet cleanse, which raised almost 5,000 pairs of shoes across all ten campuses to donate, they also had trunk shows, contests like inviting girls to show off their closets and win a whole new wardrobe, and events like campus hunts, in which various Vince Camuto items were hidden around each campus, and hints given on the respective campuses facebook pages. One of their most successful activities was Interview Style 101, in which they taught girls how to dress for an interview or first job, and then had an accompanying contest that lasted 14 days and had an end total of 525,000 votes. Because of this campaign there is not only more brand awareness, but also a 3.5% increase in facebook likes.