Salvatore Ferragamo has launched a new content-rich campaign on Tumblr featuring a fashion film, influencer content and digital contest called The Girls About Town. Intended to drive awareness, trial and purchase of Ferragamo's latest fragrance, Signorina, the campaign features Italian model Bianca Balti along with friends Rachel Chandler Guinness, Alexandra Richards, Theodora Richards, and Lauren Remington Platt as the quintessential Signorinas. Visitors can be among the first to purchase purchase the fragrance online.
For the next several days, each of these 'girls about town' will upload new content and share exclusive looks into their lives via videos, photos, and text. All Signorina content can be shared via Facebook, Twitter, YouTube, and Tumblr. Today also marks the launch of the Phil Pinto directed film "The Signorina Story," (above) as well as an opportunity for fans to enter to become the the next girl about town. Ten girls will be selected by the house to feature content after submitting a bio and answering a few questions. New content will be loaded daily from these Ferragamo chosen girls, showcasing two groups of five girls for seven days each.
While the campaign isn't without it's limits, which I would love to both catalog and then optimize, (the link to Pinterest at the top simply takes you to the site, not to (assumedly) Pinterest boards created to support the campaign, the link to Be Our Next Girl takes you to a page labeled titled The Write Girl, with a vague call to submit information to an email address), the images and little written notes from the models are a nice touch, and its heartening to see this type of content-rich campaign from the luxury fashion house.