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Giorgio Armani Uses Instagram for ‘Frames of Life’ Campaign

Italian lifestyle brand Giorgio Armani is bolstering its social media presence through an Instagram effort in which consumers can upload images of them wearing their favorite sunglasses for the brand’s “Frames of Your Holiday” campaign.

Frames of Your Holiday is part of Armani’s Frames of Life effort, which revolves around the products and lifestyle of the fashion label’s eyewear collection. Armani is one of the many brands using Instagram as a social media channel in which to engage consumers.

“I think Armani is really looking to bring its consumer audience closer to the brand,” said Ron Schott, senior strategist at Spring Creek Group, Seattle.

“By giving community members a chance to sort of co-brand themselves with Armani gives them a deeper tie to the brand and also uses their social capital to help bring the Armani brand to their friends,” he said.

Mr. Schott is not affiliated with Armani, but agreed to comment as an industry expert.

Armani could not be reached before press deadline.

The Frames of Life campaign originally launched in 2010, but the Instagram project Frames of Your Holiday is only a few days old.

The point of the Frames of Life campaign is that life has images that can be “framed” by the right pair of eyewear.

Consumers can become part of the Armani campaign by uploading their Instagram images on the Armani social media sites with this lifestyle push.

Users can upload images of themselves on Instagram wearing their favorite eyewear and include the hashtag #framesoflife.

The images should reflect the refined and suggestive mood that inspires the Frames of Life ad campaign, according to Armani.

When consumers go to the Frames of Life Web site and click on one of the images, they can see the image alongside Armani products that resemble the eyeglasses in the image.

Read entire story at: Luxury Daily


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