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‘Fresh Goods’ Instagram handbag campaign targets younger demographic


By John Glenday, Reporter

February 6, 2015 | 2 min read

Handbag and accessories brand Radley is targeting a younger demographic for its wares with a new Instagram campaign.

Devised by 1000heads Fresh Goods is geared toward women aged 35-44 and depicts real people drawn from the worlds of fashion, lifestyle and interiors to advocate its products.

This will see each individual ‘take over’ the brands Instagram account for three days to tell their ‘Me and My Radley’ stories, dovetailing with behind the scenes Facebook content and product-based competitions.

1000heads account director Olivia Fisher, said: “This is a great opportunity to reach new audiences by harnessing the power of Instagram to help fashion-forward women tell their stories through this inspirational platform. Our audience is one of career women, whose networking is mobile and on-the-move. It’s important for them to keep up with the brands that inspire their ambition for life and this campaign firmly places Radley as a leader in this category.”

Nick Vance, marketing director at Radley, added: “Our new SS15 collection is bold, colourful and full of personality so our social communications strategy needs to reflect this. We know that visual storytelling resonates strongly with our target audience and we’re excited to be able to offer our audiences a unique way to be involved in shaping our content with their own personal perspective.”

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