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.
To spread awareness and sales of its product Tortellini, Barilla targeted moms as their core consumers. The word-of-mouth campaign set out to be tremendously successful for the company. The Barilla word-of-mouth campaign engaged 4,000 unpaid, unscripted consumer volunteers which specifically targeted to reach Barilla’s core consumers – moms. As a result, nearly 410,000 communications were captured throughout the campaign and over 82 percent of participants became promoters of the product. Case study
To grow awareness, market share and sales, OPI, one the top brands for both home and salon manicures, came up with a strategic plan to spread word-of-mouth promotion of the brand. OPI along with SheSpeaks, a leading word-of-mouth marketing network decided to target female consumers with direct dialogue. The program involved nearly 9,000 SheSpeaks members sampling OPI’s Nic’s Sticks nail polish. The campaign generated close to 800,000 conversations and 120,000 unit sales which proves its high success. Case study
Coke devised a very innovative and socially productive online marketing strategy wherein Coke Rewards team collaborated with parents and members of online community to develop the My Coke Rewards for Schools, a new rewards program designed to help students and schools in need. The parents were able to earn points from participating Coca-Cola packages and donate them to any participating school they chose, which could be redeemed by the schools. The impact was tremendous as My Coke Rewards Team integrated these insights into the design and execution of an incredibly important educational program and also led to word-of-mouth popularity of the project amongst parents, teachers, students and local communities. Case study
Unilever took the support of word of mouth marketing campaign to raise awareness regarding its new skin care segment and their new product, Dove Summer Glow. The campaign aimed at educating the consumers regarding correct usage of the product and motivated them to speak more about the product to their friends and family. For the same 30 conversation starters were identified that networked in their local communities and were invited into and social groups as guest speakers. They also targeted groups such as mothers’ playgroups, school groups, sporting associations. Case study
To spread JetBlue’s brand awareness amongst college students, the company initiated a unique strategy of promoting the airlines through consumers who already love the brand. JetBlue in collaboration with RepNation started to hunt for CrewBlue Campus Ambassadors to spread the brand name in colleges. The brand ambassadors also requested their college mates to display love for JetBlue by wearing attires that were consistent with the airline’s brand. The campaign resulted in two million impressions and 14 newspaper articles. Case study
Voices of MammoSite program targeted breast cancer patients in order to generate awareness regarding their unique breast conservation therapy. The marketing strategy of Mammosite involved a national, volunteer-based, ambassador program where women who received the therapy spoke about it. The program was conducted in parts wherein primary stages involved recruitment of volunteers and launch of website that provided the relevant information. Later the program was extended through Internet advertising, national PR, e-newsletters and telegatherings. Since its launch the program now boasts of 71 volunteers from 24 states with 8-10 new volunteers joining every month. Case study
Charleston Parks Conservancy (CPC) in order to raise awareness regarding the parks in the city created a social movement of passionate park lovers that could generate responsiveness for improvement of city parks. Although Charleston had a great history associated with the parks, but people hardly knew about it. It started by instilling a sense of ownership in the citizens. The challenges were optimistically encountered by CPC by creating an identity and community site for the “Park Angels”. It also recruited and trained Park Angels that could connect with the citizens and respond to their concerns. Case study
Brains on Fire helped South Carolina reduce its smoking rate by hiring 92 teens, who conducted weekend retreats throughout the state. These teens were also given access to a website to connect with each other and other goodies. The result – state’s smoking rate dropped to 11.5%, the highest in the country. It allows the state to receive $50,000 as donation and increase the members from 92 to 3000. Case study
Johnson & Johnson launched its first lubricant K-Y INTRIGUE in an unusual way by inviting young female Influencers to talk on intimate topics to the customers. Different kinds of parties in sensual themes were hosted for the VIPs where sensual dance teachers and sex educators increased the bold nature of INTRIGUE. Lingerie fashion shows and sensual acts showcased the brand. 73% participants were positive about it and client-defined goal exceeded by 135%. Case study