French luxury shoe-maker Christian Louboutin is turning to its fiercely active social following — 3.5 million fans on Instagram alone — to help populate its Web site. With the help of Olapic, the three-year-old tech startup that helps brands use images and videos from social media to boost sales, Louboutin will unveil its first user-generated gallery online, #LouboutinWorld.
Starting today, any images uploaded by fans to Facebook, Twitter and Instagram with the hashtag #LouboutinWorld have the chance to appear on the footwear brand’s digital flagship. “It is sometimes the simplest, least elaborate images which get the most excitement from people, and they showcase the architectural side of my high heels,” Christian Louboutin told WWD.
He said that even though the brand once made the “mistake” of posting an image (a simple pair of heels up close, shot from the back) twice within a few days, the post still garnered plenty of engagement. “The first time, the post got 110,000 likes, the second one came close, just under 90,000 I think. It goes to show.” Olapic’s technology enables a brand to take pictures and videos posted by fans on Instagram, Facebook, Twitter or direct upload, gather those images and then publish them on its Web site (gallery images will soon contain links to e-commerce product pages, although this functionality will not be live upon the launch). Louboutin himself has pored over photos, selecting his favorites to populate the homepage of christianlouboutin.com.
adapted from WWD
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