The Joester Loria Group’s client Jockey recently partnered with influential fashion bloggers to generate social media buzz for their sleepwear, loungewear and activewear.
The brand enlisted Sheryl Luke of Walk In Wonderland to host a “Girls Night In” on behalf of Jockey. The brand arranged for a suite at the Loews in Santa Monica for Luke and several of her blogger friends. The agenda for the weekend included a movie and manicure night as well as beachside yoga, which provided opportunities for the bloggers to test out Jockey’s fitness and sleepwear.
This campaign is a great example of a brand partnering with a blogger to reach a specific target demographic; in this case Walk In Wonderland’s young and fashionable following. This blogger initiative is part of the brand’s ongoing marketing strategy of aligning with fashion influencers. In 2013, Jockey partnered with another fashion influencer, designer and celebrity stylist Rachel Zoe, on its “Redefining Comfort” campaign.