Challenge 5: Outreach via Instagram Fashion Bloggers

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To publicize a women’s fashion survey, we propose letting fashion bloggers pitch a choice of two/multiple outfits to followers, and letting them decide which one looks better for an occasion or photo shoot. The winning outfit would then be worn to that occasion or photo shoot and shared with followers.

The inspiration behind this idea is Aimee Song, a popular fashion blogger with 4.4 million followers. She asked her followers to decide between two dresses for her to wear to the Dior spring fashion show. The question generated a huge amount of interest, resulting in 1253 comments that included votes and general admiration.

The graphics above is our spinoff of Aimee Song’s recent posts, exemplifying how a brand can connect with audiences and gather data via a fashion blogger. (Our fake brand is called Reverie.)

The advantages of this method include:

1. Natural audience engagement

Instagram is a go-to for fashion and style inspiration. It’s also often used for brand advertising via celebrities (see Selena Gomez, the Kardashians, T-Swift, etc.). Fashion bloggers, in particular, have very active followers who are signed on for a specific purpose. This means that the questions posed by the bloggers will elicit user engagement. Additionally, if the blogger promises to wear the winning outfit, the users will feel that they have a stake in the game.

2. Direct comparison of two options, with a targeted purpose

An effective outreach and survey strategy has a purpose. For instance, in our example above, Aimee asks her followers which outfit she should wear to the Parisian opera. In this case, the tradeoff between two options is focused on which option would be better for a particular occasion. This kind of survey strategy would be helpful to a brand if it’s trying to determine how users perceive the style appropriate for different types of occasions (formal, casual, to a wedding, to a music festival, etc.). Additionally, if the brand has two diverging styles it wants to pursue, knowing what the split of votes is would be helpful in deciding how to allocate its resources.

3. Mutually beneficial partnership

Due to the low cost constraint, the bloggers would not be paid but rather compensated with the free outfits that they present. This practice is already pretty widespread. While the brand gains exposure to followers by encouraging a fashion blogger to represent their product, the blogger is able to accrue fashionable outfits without costing them anything. The platform is also already established, so we would not need to pay Instagram any advertising costs.

Since Aimee Song has 4.4 million followers, we can assume that 4.4 million is the population size. With a 95% confidence level and 3% margin of error, we would need to collect data from a sample size of 1068.

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