# Insta-Fashion Campaigns Project Runway's Instagram Marketing Campaign Involves Fans & Contestants By Laura McQuarrie | Published 2014-08-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/instagram-marketing-campaign References: [psfk](http://www.psfk.com/2014/08/project-runway-instagram-social-media-campaign.html) & [mylifetime](http://www.mylifetime.com/shows/project-runway/season-13/instaportfolio) This year for season 11 of Project Runway, an innovative [Instagram](https://www.trendhunter.com/trends/product-tagging) marketing campaign is being used to revive favorite contestants that have competed in previous seasons of the show. Everybody loves a comeback story and this is exactly what the Lifetime show will be giving its audience this time around. With 'Runway Redemption,' Project Runway is offering former contestants the chance to come back to the newest season of the show, as determined by the votes of fans. Fashion photos and sketches from the personal accounts of each designer are collected and displayed through an "Instaportfolio" and votes can be submitted on the best designs. In addition to this, the campaign also has a component for fans to upload #OOTD (outfit of the day) photos tagged with #InstaRunway, to match the challenge of each week's show. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 56% | Activity: 85% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Insta-fashion Campaigns:** Fashion brands can use Instagram as a platform to incorporate user-generated content and increase customer engagement. - **Fan-powered Voting:** Businesses in a variety of industries can use fan-powered voting to drive customer engagement and promote brand loyalty. - **Reviving Retired Offerings:** Companies can build customer interest and loyalty by reintroducing retired products or services using social media campaigns powered by user participation. ### Industries Being Reshaped - **Fashion:** Fashion brands can harness the power of Instagram user-generated content to create new, effective, and engaging marketing campaigns. - **Entertainment:** TV shows, movies, and other entertainment businesses that rely on audience engagement can use unique social media campaigns with fan participation to drive interest and viewership. - **Retail:** Retail businesses can incorporate user-generated content and fan-powered voting to introduce new products or bring back retired offerings while driving customer engagement and increasing loyalty. ## Related on Trend Hunter - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md) - [Gen Z-Centric Campaigns](https://www.trendhunter.com/trends/shift-happens.md) - [Upcycled Limited Collection Campaigns](https://www.trendhunter.com/trends/seen-heard-worn-before.md) - [Virtual Appliance Showrooms](https://www.trendhunter.com/trends/appliance-showroom.md) - [Livestreamed Fashion Campaigns](https://www.trendhunter.com/trends/amazon-fashion-europe.md) - [Creativity-Celebrating Social Media Awards](https://www.trendhunter.com/trends/instagram-rings.md) - [User-Focused Product Tagging Features](https://www.trendhunter.com/trends/product-tagging.md)