Ralph Lauren now using Instagram for advertising
Reaching new consumers through social media
Following in the footsteps of fellow American label Michael Kors — who paved the way for Instagram ads — Ralph Lauren has now unveiled its very own, hoping to engage fans and reach new consumers.
The new ad features a model wearing an orange Ralph Lauren evening gown from the back — the same gown that Sarah Jessica Parker wore on the March cover of InStyle Korea — and was a picture the brand had posted to its account a week before the promoted post appeared.
Promoted Instagram posts are still fairly new on the social-platform, however the reaction to Ralph Lauren's ad shows that consumers are starting to become more accepting of the sponsored images.
"While most consumers on Instagram will not be able to afford the dress, engaging with aspirational consumers now is crucial to luxury brand's successes," said Romey Louangvilay, senior social media strategist at Syndicate Media Group.
Instagram began testing its new advertising feature in November with only 10 brands included in its first group of ads, such as Michael Kors, Burberry and Lexus.