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Michael Kors Creates Instagram Campaign to Promote Selma Handbag

The designer started the social media effort with a photo


Michael KorsMichael Kors (KORS) is leveraging its online presence to promote its Selma handbag across social media platforms.

The campaign allows users of Facebook’s (FB) Instagram photo-sharing service to take images of their Selma handbags in various environments and upload the photos to an online gallery, accompanied by the hashtag #JetSetSelma. The company also gave a handbag away each week between Oct. 18 and Nov. 18 to attract more followers to the campaign, LuxuryDaily notes.

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KORS has previously incorporated social media into its other promotion campaigns, including content from Tumblr and Pinterest. The latest campaign was reportedly inspired by a photo taken of the Selma bag taken in London by designer Michael Kors himself and posted online. The image drew a huge response on social media and was quickly repeated using other locations, including Tokyo, London and New York.

Shares of Michael Kors fell almost 1% in Monday morning trading.

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