Luxury shoe brand M.Gemi is launching new looks weekly on an Instagram Live series hosted by an influencer

Luxury footwear brand M.Gemi has updated the drop model—which it has used for building hype around product releases since it launched in 2015—with an Instagram Live show. Influencer Kayleigh Harrington is the face for M.Gemi’s Instagram Live campaign, and every Monday at 9:30 am Eastern, Harrington can be seen showing off and describing a new shoe while also offering style advice and answering real-time questions. M.Gemi spreads the word about every upcoming video, dubbed “The Monday Drop,” by running a countdown clock on its website, sending email blasts and posting on social.

The perfect summer sandal arrives on Monday. #mgemi

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M.Gemi is a direct-to-consumer brand, and the Instagram Live series fosters a stronger connection with its audience. In addition to deepening the consumer-retailer relationship, using Instagram as a storefront has created a sense of exclusivity for the product. These livestreams have given the consumer a way to interact with the product before purchase. The combination of limited-edition products and a communication channel that taps directly into the consumer’s daily life has certainly paid off: according to Glossy, M.Gemi attributes a 20% boost in revenue to this campaign.

M.Gemi 


Lead Image: M.Gemi via Facebook

Luxury footwear brand M.Gemi has updated the drop model—which it has used for building hype around product releases since it launched in 2015—with an Instagram Live show. Influencer Kayleigh Harrington is the face for M.Gemi’s Instagram Live campaign, and every Monday at 9:30 am Eastern, Harrington can be seen showing off and describing a new shoe while also offering style advice and answering real-time questions. M.Gemi spreads the word about every upcoming video, dubbed “The Monday Drop,” by running a countdown clock on its website, sending email blasts and posting on social.