User generated content (UGC) takes center stage with the launch of Saks Fifth Avenue’s #SaksStyle hub, an online gallery of shoppable images submitted by the iconic brand’s legion of fashion forward fans. The campaign, which leverages socially-driven user-generated images to enhance the e-commerce environment, not only invites customers to engage with the brand visually and publicly, but also enables Saks to celebrate their fans and demonstrate real-world uses of the luxury products that line their shelves.
Here, we look at four components of Saks’ user generated content campaign that set the #SaksStyle hub apart.
A 360-degree social experience.
The #SaksStyle hub, which is powered by Curalate’s Fanreel, is the first of its kind to aggregate user generated content from across Tumblr and Twitter as well as Instagram and Facebook (via both desktop and mobile devices). With access to images from four major social networks, Saks fans can now upload photos to the #SaksStyle hub no matter which platform they prefer to use. The experience is holistic, eliminating any barriers to participation.
From sunglasses to stilettos.
Fan-submitted photos are rolling in across multiple areas of Saks’ business, from jewelry to clothing to handbags and more. To find the products that are most relevant, Saks is enabling customers to easily sort images by recency, engagement (including “most liked” and “trending” images), and department. On the prowl for pumps? Narrow down your search by the most popular images in Shoes & Handbags. Or, if you’re currently fawning over Fashion Week-inspired runway looks, quickly zero in on trending user images that fall under the “Women’s Apparel” umbrella.
Invite influencers to contribute.
To build buzz around the content hub at launch, Saks invited influential fashion and beauty personalities (think bloggers, stylists, and editors) to their Manhattan-based flagship location, where they could take, tag, and submit images while interacting with drool-worthy designer goods. Additionally, they’ve enlisted four photographers in fashion capitals across the U.S. and Europe to upload images to the online gallery.
Inspire customers in stores.
Beyond social and online calls to action, Saks is placing #SaksStyle decals in all 39 of their stores in an effort to encourage submissions and integrate the mobile, digital, and in-store shopping experiences even further. Customers perusing women’s ready-to-wear and contemporary departments will now be reminded to share their excitement with an entire community of like-minded fashion aficionados.
Hungry for more? To learn how Curalate’s Fanreel is enabling brands to drive significant increases in shopping cart size, time-on-site, and conversions, download our case study on Rebecca Minkoff’s ongoing user generated content campaign today.
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