Banana Republic has long been the defacto leader in bringing luxury-quality clothing to the mass market. They have built a fervent fan following, but in this new “creator era” of Instagram stars and fashion bloggers the brand’s traditional advertising and highly-produced photo shoots were no longer as effective as they were.
The problem: Banana Republic needed a way to execute shoots with fashion stars on Instagram to produce more authentic content for BananaRepublic.com, and to create awareness with the followers of those social media stars. They had hundreds of individual products that needed to be shot each month and the brand needed a platform, and strategy, that could bring scale to influencer photoshoots– in a cost-efficient manner.
The solution: Banana Republic leveraged Tidal Labs’s creator community to activate hundreds of posts and thousands of images each month through its network of over 50k+ online influencers, and ensured each participant received a distinct article of clothing, photographed their look and shared it with their followers.
The result: In just a few short weeks, the network established 500 monthly “real life” shoots from 250 online influencers, capitalizing on bloggers’ own online reach and social media followers. This has sparked hundreds of thousands of shares, comments and likes, increased brand awareness via the bloggers’ channels, and created a beautiful, shoppable hub of content on BananaRepublic.com.