Lord & Taylor's Instagram Coup: #PRWin or Ethics Fail?
The ethics of influencer marketing are still very fuzzy.
Earlier this week, Adweek ran a story that got many in the marketing industry buzzing: Lord & Taylor had achieved a social media coup by quickly selling every copy of a dress that was not “The Dress.”
CMO Michael Crotty said L&T wanted to reach the fashion-conscious consumer “where she is engaging and consuming content every day,” and the brand did just that with the help of 50 Instagram influencers.
There was, however, a catch: no one involved disclosed the fact that this was a paid promotional campaign. Followers
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