Australian fashion label Saba has turned to Scott Schuman (better known as fashion blogger The Sartorialist) to help promote their new denim collection. The New York based fashion commentator holds massive sway in fashion circles, with up to 3 million site visitors per month.
Saba sought 17 trend-setters to feature in the upcoming campaign, who The Sartorialist would shoot in the laneways and natural street settings of Melbourne. Following an invitiation via his blog, over 500 people turned up to a pre-launch party at Cutler & Co restaurant for their chance to appear in the shoot, alongside recognised identities like gallery owner Murray White, AFL footballer Brad Miller and the first editor of Vogue Australia Sheila Scotter.
The campaign really demonstrates the alignment of bought/owned/earned media elements, and an innovative approach to campaign planning. The bought media campaign (fashion magazines, newspapers and websites) will work with Saba’s owned assets (instore displays, David Jones concessions, Saba’s own website, launch events), and a pop-up gallery in Melbourne’s Duckboard Place which will exhibit the campaign images between 27 July-August 10.
The earned media will include a special blog Saba has set up for the campaign (which goes live on 27 July), and possibly other social media tools. Behind the scenes footage from the photoshoot has already landed on Saba’s YouTube channel.
The Sartorialist’s overall popularity and Saba’s decision to execute this campaign demonstrates the rise of social media and the establishment of bloggers as sizeable, credible channels for businesses in their brand strategy. Hopefully more brands get on board and add depth and interactivity to launch campaigns.