Welcome to the new way to market beauty products: ModelCo has signed on three stunning Instagram celebrity models to launch its new One Hour Tan.
In an effort to reach a much larger, much younger audience, brands are enlisting Instagram celebrities to help launch new products. Hot off the mark is ModelCo, which has bagged an impressive lineup of three models-turned-Insta-stars to launch its new ModelCo One Hour Tan.
Models Natalie Roser, Elyse Knowles and Elouise Morris not only look pretty darn amazing bronzed in a bikini, they also clock up an impressive combined Instagram following of more than one million people.
At these kinds of numbers, it just makes smart business sense for brands to use the social platform says ModelCo CEO and founder Shelley Barrett.
“No longer are models just pretty faces, but celebrities in their own right, influencing thousands of people on Instagram alone,” says Shelley Barrett. “It’s all about the elusive ‘cool girl’ appeal. When people want guidance about which brand to use, people turn to models, celebrities and now Instagram influencers and begin liking what they are liking. And that is exactly why I want ModelCo product on these girls!”
Shelley went one step further and had Australian photographer Josie Clough to shoot the campaign. Josie herself has an impressive Instagram following. Do the math, then times it by the number of people likely to favourite or comment about three bronzed beauties (um, many) and the reach is mind-boggling.
It gets you thinking doesn’t it…
Have your say: Do you use Instagram and Instagram celebrities to reach a new audience?
