The new #HowYouSayIt social campaign by Swarovski encourages participants to share a video pronouncing said name on Instagram.

Swarovski has named supermodel and internet sensation, Karlie Kloss, its new brand ambassador to embody the brand’s signature offerings worldwide. A fashion and lifestyle icon, the philanthropist and businesswoman is the brains the Kode with Karlie scholarship programme.

In addition to her YouTube channel dubbed Klossy, she is also the face behind Karlie’s Kookies. According to the company, her many inspiring facets reflect the Swarovski brand, with its collections designed for women who are ready to stand out and make their everyday extraordinary.

In conjunction with the collaboration, the marque has launched a video starring Kloss across its social media channels. The celebrity is captured in a natural setting as she familiarises herself with how the name of the brand is pronounced—one of the most frequently asked questions by web users.

The model is putting the call out to show fans how to say ‘Swarovski’. The new #HowYouSayIt social campaign encourages participants to share a video pronouncing said name on Instagram. The luxury giant will compile the entries and offer as an inclusive way to help one master the pronunciation.

At the end of the branding and marketing exercise, Kloss might thank one lucky participant personally. Meanwhile, she will continue to bring her captivating personality and inner shine to Swarovski’s fashionable and contemporary collections throughout the season.

“Karlie is someone young women look up to. Her use of social media makes her accessible to a broad audience. As a brand, accessibility has always been part of our DNA, and we take every opportunity to get closer to our consumers,” said Nathalie Colin, Creative Director at Swarovski.

Video credit: UPRBelgium

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