Fashion Week Got 70% Increase in Social Engagement

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.