Mango trials customer co-creation on Instagram
Spanish clothing brand Mango is asking its 11 million Instagram followers to get involved in the creation of its upcoming Spring Summer 2020 campaign through an interactive activation titled Your Choices Make Us.
The project builds on a similar initiative for the Spring Summer 2018 campaign, when the high street retailer asked its Instagram followers to choose their favourite accessories. Now, online users are given even more decision-making power, with the option to influence the creative process of the summer season’s collection and campaign.
Mango used Instagram Stories to ask its community which samples it should produce. It presented three sandal styles, three necklaces, two floral dresses and two knitwear pieces, one with sleeves and one without. The interactive campaign continued with four colours for a ruffle dress.
Founded in 1984 by Isak Andic, Mango is betting big on influencer marketing and social media. Case in point, the brand has collaborated with leading names such as Leandra Medine on capsule collections; introduced the hashtag #MangoGirls which has been embraced by countless of brand ambassadors and influencers and created social media content in partnership with influencers such as Nuria Val’s guide to the Azores. Currently, Mango has nearly 11 million followers on Instagram - significantly less than its rival Zara which has 36 million, but more than other Spanish labels including Bimba y Lola (773 K) and Springfield (340 K).
Last year, the company increased sales by 1.8% to 2.23 billion euros, but the bottom line continued in the red for the third consecutive year. Online sales jumped 31% to 445 million euros, and accounted for 20% of total revenue. The online push is expected to increase the share of online sales to 25% of all revenue this year, and 30% by 2020.
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