Leveraging Real-Time Digital Innovation to Drive Awareness and Engagement
Redefining Fashion Marketing: A Sustainable Digital Strategy for a Global Event
About the Client
Our client is one of the country’s most prominent fashion events, celebrated for showcasing cutting-edge designs while driving conversations around sustainability in the fashion industry. Bringing together leading designers, celebrities, influencers, and global media, the event hosts over 50 shows and a multitude of interactive on-ground experiences, all designed to create a powerful narrative around sustainable fashion.
Objective
To position the event as a trailblazer in sustainable fashion marketing while setting new global benchmarks through innovative, real-time digital engagement strategies.
Challenges
Tight Timeline: The project launched just 12 days before the event, requiring swift planning and execution.
Massive Scope: Coverage required real-time management of 50+ fashion shows, 300+ celebrity appearances, and a wide array of on-ground activities.
Multi-Platform Execution: Engaging diverse audiences across platforms like Facebook, Instagram, Twitter, Snapchat, YouTube, and Periscope in a cohesive, impactful manner.
Our Approach
The digital strategy was designed to highlight the event’s emphasis on sustainability, inclusivity, and innovation. The campaign leveraged real-time social media engagement and pre-event build-up to maximize audience reach and participation.
Activities Conducted:
Platforms Covered: Facebook, Instagram, Twitter, Snapchat, Periscope, and YouTube.
Activities Conducted
Campaign Highlights:
9 Pre-Event Campaigns: Built excitement through sneak peeks of sustainable designs, designer interviews, and sustainability initiatives.
5 Countdown Campaigns: Highlighted key designers and sustainable fashion concepts with teasers leading up to the event.
Engagement Tactics:
Interactive Contests: Hosted eco-conscious giveaways and educational quizzes to promote sustainable practices and excite audiences.
Live Streaming: Leveraged platforms like Facebook Live and Periscope to provide real-time event coverage, allowing audiences to experience the runway virtually.
Content Innovation: Produced time-lapse videos, behind-the-scenes insights, and interactive boomerangs, focusing on sustainability themes such as “slow fashion” and “eco-chic designs.”
Results
Global Reach:
7M+ cumulative audience reach across all platforms, demonstrating the global impact of the campaign.
Content Creation & Engagement:
33 Live Videos: Captured key shows and sustainability panels.
150+ Creatives: Shared powerful visuals highlighting designers and sustainable collections.
18 Interactive Contests: Boosted participation and promoted eco-conscious messages.
1,000+ Pictures & Videos: Shared across platforms, telling the story of a sustainable future in fashion.
Notable Achievements:
First-Ever Live Streaming for a Fashion Event in the Region: Delivered via Facebook Live, showcasing the power of real-time engagement.
Largest Digital Footprint: Achieved the highest cumulative social media audience for a fashion event in terms of engagement and reach.
Sustainability in Focus: Positioned the event as a global leader in merging sustainability with style, fostering meaningful discussions and actions.
Key Learnings
Real-Time Engagement is Key:
For live events, maintaining active conversations and real-time updates ensures consistent audience involvement.
Tech Tools Amplify Impact:
Platforms like Facebook Live and Periscope effectively extend the reach of live events, making them accessible to global audiences.
Pre-Event Campaigns Build Momentum:
Thoughtfully designed campaigns create excitement, while live coverage sustains audience interest throughout the event.
Sustainability Resonates:
Audiences are increasingly drawn to brands and events that prioritize sustainability, inclusivity, and transparency in their narratives.