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Red Door Interactive, CND create CND Fashion Week – a ‘hands-on’ social media campaign during NYFW
- Companies provide exclusive backstage access straight from the runway using integrated initiatives including Infographic, Facebook contest, Pinterest, Instagram, Tumblr and more -
SAN DIEGO – February 15, 2012 – Red Door Interactive, a strategic partner dedicated to ensuring businesses engage their customers wherever they are, launched a multifaceted social media campaign for Creative Nail Design (CND) coinciding with CND’s 15th Anniversary at Mercedes-Benz Fashion Week in New York.
Each season, CND works with designers to develop custom nail styles that communicate the point of view of the current collection, like the Groovy Pinwheel Manicure CND created for Nicole Miller this season.
Now, CND Fashion Week extends to social media via a content strategy that includes real-time Twitter updates and daily blog coverage from CND Co-Founder and Style Director Jan Arnold. Backstage photos and videos are shared via Instagram, YouTube and Tumblr. Runway looks and nail style close-ups are pinned from the blog to Pinterest. An Infographic called “The History of Nails at Fashion Week,” explores the evolution of the nail trend, and a daily Facebook give-away invites fans to choose their favorite runway nail style from the FW12 shows.
Fans can follow along by visiting the following:
“Each season, the digital conversation surrounding fashion week gets bigger, as does the focus on nails as the ultimate fashion accessory,” said Elyce DeBrown, Director of Marketing at CND. “We’ve been behind-the-scenes for 15 years and are thrilled to be working with our partners at Red Door Interactive to tell the CND Fashion Week story through social media.”
The overall CND Fashion Week strategy is collaborative by nature, and allows the brand to focus on capturing visual content, while Red Door extends those activities online, providing the technical capabilities and expertise to drive awareness, social share, influencer coverage and conversation.
“In the fashion industry – much like many other markets – consumers are looking to feel a personal connection with the brands they love,” said Crosby Noricks, Director of Social Media for Red Door Interactive. “Social media allows for this, but only when the strategy strikes the right balance between personality, immediacy and value. We’re proud to be able to do that for CND!”
"The History of Nails at Fashion Week" Infographic:
About Red Door Interactive, Inc.
With offices in Denver, San Diego and Carlsbad, Red Door Interactive, Inc. is a strategic partner dedicated to ensuring businesses acquire, convert, retain and engage their customers wherever they are. The firm holds more than a decade of expertise in successfully developing and executing communications initiatives across all touch points to deliver real, measureable results. Clients include Cricket Communications, CND (Shellac), Rubio’s Restaurants, Inc. and Charlotte Russe. Find out more about Red Door Interactive at http://www.reddoor.biz.
© 2012 by Red Door Interactive, Inc. All rights reserved.