In an effort to inspire women and encourage them to share their fall fashions, White House Black Market (WHBM) has launched the #BeatofYourDrum campaign, which will run through Sept. 20. The campaign, which marks the official kickoff of the retailer’s new fall collection, has several facets, all rooted in storytelling, which aggregate on a dedicated #BeatOfYourDrum landing page.

WHBM developed the #BeatOfYourDrum campaign based on the song “Drums Make Me Happy” from recording artist The Golden Hippie, also known as Marissa Jack, who was discovered on Twitter by Prince. Marissa will tour with Prince this year. WHBM chose ​Marissa’s track and the hashtag because they both embody the brand’s belief that women should embrace their individual style, stay true to who they are, and live to the “beat of their drum.”

The “Drums Make Me Happy” track will be used in WHBM’s fall TV campaign. The song can also be heard on a ​#BeatOfYourDrum video, which is essentially a longer edit of the TV spot.​ A video interview with Marissa is also part of the campaign, as well as ​a free, automatic song download.

To highlight the importance of spotlighting the real, modern woman, WHBM partnered with street style photographer Bill Gentle (aka Backyard Bill) to capture images of 20 women in New York City and have them share what #BeatOfYourDrum means to them. It also spotlights 20 influencers and fashion bloggers, including Louise Roe and Damsel in Dior, who share how they live to the beat of their own drum on Instagram and Twitter.

Images from both initiatives will be fed into a user-generated content gallery on a branded landing page. They also will be shared across channels throughout the campaign.

WHBM is using #BeatOfYourDrum to activate both loyal and potential customers. Social media users are encouraged to upload photos on Instagram and Twitter, sharing how they “live to the beat of their drum.” By tagging #WHBM, #BeatOfYourDrum and #contest, all users have the chance to win a trip to Los Angeles and appear in the Golden Hippie music video for “Drums Make You Happy.”

In addition, WHBM will support the campaign through social and digital advertising this fall. The hashtag will live on WHBM’s fall TV spot, which features a mix of broadcast, syndication and cable buys.