Last year, Instagram launched an in-app shopping campaign that featured Celine Dion. The video showcases the Canadian singer scrolling through "a curated selection of clothing items and accessory that users can buy through Instagram." Among the 18 labels featured, names like Marc Jacobs, adidas, Oscar De La Renta, and Michael Kors stand out. The social media platform seeks to capture the "current Zeitgeist around 1990s nostalgia" by referencing the Dion's 'It's All Coming Back to Me Now' which was released in 1996.
This marketing campaign marks Instagram's first major promotion of its in-app shopping feature. The video with Celine Dion is fully shoppable. "When posted by the brands with shoppable posts enabled, the video has a shopping bag icon on the lower left that opens a list of the products users can buy directly through Instagram when tapped."
Shoppable Luxury Videos
Instagram Taps Celine Dion for Its First In-App Shopping Campaign
Trend Themes
1. Shoppable Videos - Using videos as a platform for showcasing and selling products, allowing for a more engaging and interactive shopping experience.
2. In-app Shopping - Integrating shopping features directly into social media platforms, providing users with a seamless and convenient shopping experience.
3. Nostalgic Marketing - Leveraging nostalgia to connect with consumers emotionally and tap into trends centered around a specific time period or cultural reference.
Industry Implications
1. Fashion - Opportunities for fashion brands to use shoppable videos and in-app shopping to showcase their products in a more immersive and convenient way.
2. Social Media - Disruptive innovation opportunities for social media platforms to incorporate in-app shopping features, enhancing user engagement and revenue streams.
3. Marketing and Advertising - Utilizing nostalgic marketing techniques to connect with consumers and create memorable campaigns that resonate with specific target audiences.