The Gap is giving its Facebook fans an easy way to convert any photo from their profile into a printable postcard ready to send to their friends and family during the 2012 Christmas season. They are doing this to build brand loyalty and create an emotional connection to the Gap brand. They are giving away 1,000,000 postcards to their fans. Two per person.
Click here for full article on Venture Beat
New Zealand fashion week, similar to New York’s fashion week, created a successful multi-platform social media strategy that helped grow attendance and revenue during the entire week of the event. Fashion weeks are a way to bring the top designers, retailers, socialites, and those just passionate about fashion together in one place to party and do business.
Platforms Used
- Facebook
- Pinterest
- Instagram
- Tumblr
- Foursquare
- Twitter
Approach Used
- Content Driven – create custom content, solicit guest bloggers/commenters
- Real-Time updating along with scheduled content releases daily
- Buzz building – events, giveaways, exclusives
- Deepen engagement on channels – those managing channels invested more time
- Showcase partners and sponsors – utilize their social influence
- Photos worth sharing – upload the hottest new styles in shoes, clothes…
- Daily measurement and refinement – change tactics as needed
The Numbers
- Audience reach – 71% women, median age – 24
- Page impressions during 5 weeks – 951,000
- Total stories on Facebook – 24,874
- Page views – Up by 64%
- 22,000 engaged users 2 weeks prior to the event
- 70% of attendees heard about the event first on Social Media
View full case study of New Zealand Fashion Week on Slideshare.
