CONCEPT
#ASAPREWIND - an Instagram campaign offering something a little different. This campaign uses retro fashion photography within ASAP54 to search for modern takes on the world’s vintage must-haves. The results are shared with fellow Instagram users and vintage-lovers each #tbt and #fbf to boost ASAP54’s brand awareness.
AIM
-To get people excited about the possibilities ASAP54 can hold for them. -To introduce ASAP54 to a new type of user, potentially driving downloads. -To encourage existing users to expand their use of the app.
TARGET AUDIENCE
Instagrammers who appreciate vintage style and seek fashion inspiration. These individuals like to stand out and dress uniquely but may not have the time to trawl through vintage shops. They appreciate technology and social media. This is also targeted towards existing ASAPers looking to broaden their horizons.
EFFECTIVENESS
This is the perfect time for ASAP54 to tap into one of this season’s biggest trends the 1970s - seen at Saint Laurent, Chloe, Prada and Emilio Pucci. Instagram account @70sbabes attracts 29.9k followers. Furthermore, vintage style is an ongoing inspiration to the fashion community and is the perfect way to raise awareness of the app alongside its Android launch. This campaign offers something that people genuinely care about and want to see and experiment with.
CAMPAIGN INTRODUCTION VIDEO
INSTAGRAM POSTS
FEEDBACK
After posting six campaign images alongside an introductory video to explain the campaign, feedback was very positive. One of the aims was to excite people about the possibiliies ASAP54 could hold for them, and positive comments such as ‘Wow like it’ (@theandconcept) and ‘Love your acc!’ (@allthedresses) demonstrate enthusiasm from post viewers. The majority of post ‘likers’ and commenters were not directly linked with the account, proving that the @ASAPREWIND posts were reaching a larger audience. Another aim was to introduce ASAP54 to a new type of user, and although downloads of the app can not be measured, a number of vintage store Instagram accounts and vintage fans interacted with the posts. This could suggest that a new, vintageinspired user may have taken an interest in the app who may not originally have seen it as relevant. The final aim was to encourage existing users to expand their usage of the app. When using the app to create Instagram material, a selection of the vintage asaps were featured on the app’s main page, and even those that did not received attention from users. It is therefore likely that they were inspired in some way by retro fashion.
Bethany Watson
Northumbria University - BA (Hons) Fashion Communication 2015