Denim update: Photo app promotes jeans brand

Brazil – Levi’s Brazil has used a retro styled photo-sharing app to market its new collection of clothing.

Instagram allows users to capture digital images and apply effects and filters to create a vintage analogue aesthetic in a similar way to the popular Hipstamatic app. These images can then be shared via Facebook or Twitter.

Realising the potential of the social networking aspect of Instagram, Levi’s set up the ‘levisbrasil’ profile. Followers receive frequent visual updates, including images of upcoming collections and advertising campaigns, and more candid shots which convey the brand’s visual identity.

A growing number of brands are using social networking platforms to engage with consumers. For more information, see our Brandtocracies report.