Instagram is much more than a photo sharing platform - these days, it’s a launchpad for up-and-coming models. The ‘Insta-celebrity’ is also a smart marketing tool for brands, working to draw attention to products from a much larger, much younger audience.
is the latest brand to jump on the Insta-celebrity bandwagon - bringing together a trio of models-turned-social-media-stars for its latest campaign. The brand has enlisted Natalie Roser, Elyse Knowles and Elouise Morris to launch its ONE HOUR TAN, with the three women clocking a combined Instagram following of more than one million people.
ModelCo CEO and Founder Shelley Barrett says of her decision to tap into the potential of social media celebrities: “After owning and running a successful modelling agency for 10 years prior to starting ModelCo, I can see the way that social media has allowed models to become more than just hangers for clothing or faces for makeup: it’s allowed them to showcase their personalities and advance their careers. No longer are models just pretty faces, but celebrities in their own right, influencing thousands of people on Instagram alone.”
“I feel 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!”
