Photo: Kate Spade New York
Kate Spade New York is revamping their brand’s advertising strategy with help from Zosia Mamet, Lola Kirke, Kat Dennings, and Marisa Tomei. #Missadventure is a webseries that doubles as an informatively entertaining ad campaign. The company just released the show’s second season, which features a group of “interesting women leading interesting lives.”
“This time around, it is all about entertainment over an advertisement — we really want to create engaging content that people just want to watch like a TV series,” Mary Beech, evp and CMO of Kate Spade & Co., told Adweek.
In the show’s first season, Kendrick played the role of a quirky New York City fashionista with a tendency to find herself in sticky situations. This season, the show will highlight the stories of four characters instead of just one.
“We decided to create a story that was slightly bigger and broader and open up the world to include not just one, but an array of our interesting women leading interesting lives and to really continue on with showing the camaraderie, friendship and the sense of community we see mirrored in our community of customers,” said Kristen Naiman, Kate Spade’s SVP of Brand Creative.
Hulu and Vanity Fair have helped to launch the second season of #Missadventure by airing short teaser clips and cast introduction videos, similar to other TV premieres.
Like what you see? You can visit the #Missadventure auxiliary site to browse featured products from each episode. The microsite is organized by character, so you can take a look at each woman’s individual style while also shopping for home products, gifts, and more.
This unique approach to fashion advertising allows the brand to promote their products while also connecting with customers on a more personal and engaging level. Now, you’ll be able to browse upcoming and current collections while also having a few laughs – at home or on-the-go.
Read more at Adweek.
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