Best Use of Social Media for Fashion

Archived from the 5th Annual Shorty Industry Awards

Winners

Banana Republic In Flight Fashion Show

Produced by: Attention

To raise awareness for the Mad Men Spring 2012 collection, Banana Republic surprised passengers on a flight from New York to Los Angeles with an exclusive in-flight fashion show. Banana Republic collaborated with five influential fashion bloggers to live-tweet the world’s first ever in-flight fashion show and subsequent press event in Los Angeles. Through leveraging influential fashion and lifestyle bloggers, securing an exclusive editorial on Stylecaster and implementing a robust content strategy across multiple social platforms including Twitter and Instagram, Banana Republic provided an unprecedented, real-time perspective for audiences around the world to have front-row seats at the in-flight fashion show. Attention also coordinated a press launch party at Mad Men actress Kiernan Shipka’s residence in Beverly Hills where more than 20 Los Angeles area bloggers attended for a first look. Banana Republic’s In-Flight Fashion Show, the first ever in-flight and live-tweeted runway event, was a truly groundbreaking activation for a fashion brand. Passengers, including five highly influential personal style bloggers, were expecting a routine flight from New York to Los Angeles but were surprised and delighted when the lights came on and they were granted first access to four looks from the collection. In addition to a fashion show, Banana Republic also brokered smart partnerships with Virgin America and Gilt Taste to provide Mad Men themed cocktails and meals in-flight, along with Mad Men episodes streamed live on TVs. The subsequent press event in Beverly Hills was also a major success with over 200 media guests in attendance. The campaign combined the power of social media and highly influential bloggers to create an unprecedented, disruptive real world activation. The fashion show was live-blogged, tweeted and instagrammed from various perspectives and the resulting buzz from this campaign has been the level of success against which all following campaigns have been held up against. Through influencer contributions, securing exclusive press on outlets such as Huffington Post Style, PSFK, Fashionista, and Stylecaster, the fashion show and press event was able to capture a cumulative reach of over 103 MM (MUVs) and Twitter reach of over 10 MM. The campaign garnered a cumulative placement of over 15 times that of Banana Republic’s 2011 Mad Men Fall collection debut. Additionally, Instagram photos taken received a combined total of 1,987 likes and 37 comments. As a result, Banana’s Facebook page gained over 52,000 new fans at a rate of over 1,500 per day, an over 200% increase. The company’s Twitter account received over 7,000 followers with a 70% increase in retweets.

Finalists

AX #DressedFor

Produced by: kbs+ The Media Kitchen

As a retailer, Armani Exchange wanted to help define the public's daily personal style and motivate new fashion purchases. Leveraging Instagram, contributors including fashion bloggers, influencers and consumers were invited to use the #DressedFor hashtag to collaboratively help A|X create a user-generated style board reflecting an array of tastes and fashions. We compiled and featured submissions on AXDressedFor.com, a helpful style tool that is organized by secondary hashtags signifying events the consumer dressed for such as #wedding, #holidayparty, #work, #fall, offering inspiring looks for any occasion. We partnered with vendors that had personal style curation at their core to ignite and amplify the hashtag through their blogger and Instagram influencers. With Lookbook, Who What Wear, Mobile Media Lab and Hypebeast, we engaged their communities with challenges to create a “set” showcasing #DressedFor looks aligned with AX’s merchandising calendar. The #DressedFor initiative was designed around natural consumer interests and behaviors, including the search for inspiration, the growing use of mobile devices and social platforms that allow us to share what inspires us and motivates our purchase decisions. Supported by an ecosystem of social media, paid media and in-store promotions, Armani Exchange built an integrated platform around the brand in an authentic social environment that fuels fashion inspiration during the year’s most critical retail season. The contributors became part of the marketing mix, generating meaningful social content and experiencing moments of brief social fame. We drove 70+ curated looks with AX products while sparking a new “consideration” set of consumers. The hashtag launched with single-digit usage of #DressedFor, growing to more than 3,000 approved looks (not including the thousands of others that did not make the cut), and allowing the ecosystem of fashionistas to become part of the AX content machine. The hashtag reached over 17 MM on Instagram and garnered 12 MM likes while growing AX’s Instagram following by 250%. As part of the overall digital media ecosystem, #DressedFor contributed to bringing a new set of potential consumers and ultimately delivering a high return on investment to the overall campaign.

Current Entries

Badgley Mischka

Produced by: Badgley Mischka

Badgley Mischka utilizes Facebook, Twitter, Instagram, Pinterest & Vine to provide a glimpse inside its glamorous red carpet world. The fashion powerhouse engages with fans, retailers, magazines, celebrities and bloggers to deliver behind-the-scenes access from vision, to the runway, to the red carpet.Bagdley Mischka is at the forefront of Social Media, consistently adapting and experimenting with emerging social media platforms. From inspirational share-ables and exclusive sweepstakes on Facebook, to insider photos on Instagram, to backstage NYFW gif files on Vine, to live Twitter parties with designer duo Mark Badgley & James Mischka as well as influential partners like @MBFashionWeek, @TheKnot & @ProjectRunway – Badgley Mischka constantly strives to inspire and excite fans through innovative and engaging social media practices. This April, Badgley Mischka partnered with Bergdorf Goodman to reveal the first preview of a resort collection via Pinterest, which was written up by The New York Times. Badgley Mischka has also partnered with Twitter for two consecutive seasons on Twitter’s “Day In The Life” campaign, providing fans with a look into the busy lives of Mark & James during the days leading up to the big runway show reveal.

DKNY's #UK2012 Ignites Global FOMO

Produced by: ICED MEDIA

In celebration of DKNY's London store re-opening, the legendary modern fashion brand partnered with ICED Media to produce a video mapping a faux social media hype session across every social platform. By utilizing the undeniable strength of FOMO (Fear of Missing Out) surrounding such an exclusive invite, and recruiting over 50 top influencers to volunteer, the DKNY video and hashtag #UK2012 spread around the 'real' internet just as fast as it did in the video.  The specific use of social media as a supporting character in this video is a prominent display of how news spreads in real time across channels and platforms. The Facebook, Twitter, Instagram, Pinterest, Tumblr & Foursquare landscapes were highlighted like never before, showcasing expertise in how voices and conversation propagate form platform to platform in real time.  The success of the campaign was reaffirmed through the organic Twitter trending topic appearing within the first hour of the video launch and accolades from myriad industry authorities including The Wall Street Journal. Wall Street Journal exclusive http://blogs.wsj.com/runway/2012/07/12/dkny-makes-faux-social-buzz-to-create-the-real-thing/

TOPMAN 360

Topman wanted to give their fans the chance to be on the front row of their upcoming Autumn Winter 2013 show at London Collections: Men. TBG Digital created #Topman360 – an innovative and interactive social experience that gave Topman’s fans the chance to win tickets to the event and view the show LIVE online from the front row. A Facebook page was created as a hub for all activity, pre and post event. Two weeks before the show, we ran a competition giving four lucky fans the chance to attend to the fashion event for real. To win, they simply had to share a Topman Design invite with their friends on different social networks. The users with the most replies, won. Facebook media was used to drive users to the app and recruit new fans. For the fans that couldn't make it in person, we built the ultimate online Front Row experience. Using an innovative and interactive 360° live stream, fans were able to control the camera to view the latest collection from different angles. Using our ‘shoot the show’ feature, fans could even take live photos of their favorite pieces to share on Facebook, Twitter, Google +, Pinterest and send by email. The 360 experience also allowed users to view the opinions of industry insiders and VIPs such as The Sunday Times Style, Henry Holland, iD Magazine, Lulu Kennedy and Simon Chilvers who were tweeting live from the front row, each tweet appearing in the live stream itself – a Twitter first. Streamed to over 100 countries live on Facebook and Topman360.com, it gave fashion fans a boundary pushing interactive experience - all from the best seat in the house. Topman 360 captured the imagination of fashion fans and industry alike and it was featured on countless blogs, newspapers and social networks, it broke new ground in social media. RESULTS • GLOBAL No.1 TREND ON TWITTER • 100,000 NEW FANS • 68,000 APP VISITORS • 50,000 LIVE STREAM VIEWERS

AX #DressedFor

Produced by: kbs+ The Media Kitchen

As a retailer, Armani Exchange wanted to help define the public's daily personal style and motivate new fashion purchases. Leveraging Instagram, contributors including fashion bloggers, influencers and consumers were invited to use the #DressedFor hashtag to collaboratively help A|X create a user-generated style board reflecting an array of tastes and fashions. We compiled and featured submissions on AXDressedFor.com, a helpful style tool that is organized by secondary hashtags signifying events the consumer dressed for such as #wedding, #holidayparty, #work, #fall, offering inspiring looks for any occasion. We partnered with vendors that had personal style curation at their core to ignite and amplify the hashtag through their blogger and Instagram influencers. With Lookbook, Who What Wear, Mobile Media Lab and Hypebeast, we engaged their communities with challenges to create a “set” showcasing #DressedFor looks aligned with AX’s merchandising calendar. The #DressedFor initiative was designed around natural consumer interests and behaviors, including the search for inspiration, the growing use of mobile devices and social platforms that allow us to share what inspires us and motivates our purchase decisions. Supported by an ecosystem of social media, paid media and in-store promotions, Armani Exchange built an integrated platform around the brand in an authentic social environment that fuels fashion inspiration during the year’s most critical retail season. The contributors became part of the marketing mix, generating meaningful social content and experiencing moments of brief social fame. We drove 70+ curated looks with AX products while sparking a new “consideration” set of consumers. The hashtag launched with single-digit usage of #DressedFor, growing to more than 3,000 approved looks (not including the thousands of others that did not make the cut), and allowing the ecosystem of fashionistas to become part of the AX content machine. The hashtag reached over 17 MM on Instagram and garnered 12 MM likes while growing AX’s Instagram following by 250%. As part of the overall digital media ecosystem, #DressedFor contributed to bringing a new set of potential consumers and ultimately delivering a high return on investment to the overall campaign.

Banana Republic In Flight Fashion Show

Produced by: Attention

To raise awareness for the Mad Men Spring 2012 collection, Banana Republic surprised passengers on a flight from New York to Los Angeles with an exclusive in-flight fashion show. Banana Republic collaborated with five influential fashion bloggers to live-tweet the world’s first ever in-flight fashion show and subsequent press event in Los Angeles. Through leveraging influential fashion and lifestyle bloggers, securing an exclusive editorial on Stylecaster and implementing a robust content strategy across multiple social platforms including Twitter and Instagram, Banana Republic provided an unprecedented, real-time perspective for audiences around the world to have front-row seats at the in-flight fashion show. Attention also coordinated a press launch party at Mad Men actress Kiernan Shipka’s residence in Beverly Hills where more than 20 Los Angeles area bloggers attended for a first look. Banana Republic’s In-Flight Fashion Show, the first ever in-flight and live-tweeted runway event, was a truly groundbreaking activation for a fashion brand. Passengers, including five highly influential personal style bloggers, were expecting a routine flight from New York to Los Angeles but were surprised and delighted when the lights came on and they were granted first access to four looks from the collection. In addition to a fashion show, Banana Republic also brokered smart partnerships with Virgin America and Gilt Taste to provide Mad Men themed cocktails and meals in-flight, along with Mad Men episodes streamed live on TVs. The subsequent press event in Beverly Hills was also a major success with over 200 media guests in attendance. The campaign combined the power of social media and highly influential bloggers to create an unprecedented, disruptive real world activation. The fashion show was live-blogged, tweeted and instagrammed from various perspectives and the resulting buzz from this campaign has been the level of success against which all following campaigns have been held up against. Through influencer contributions, securing exclusive press on outlets such as Huffington Post Style, PSFK, Fashionista, and Stylecaster, the fashion show and press event was able to capture a cumulative reach of over 103 MM (MUVs) and Twitter reach of over 10 MM. The campaign garnered a cumulative placement of over 15 times that of Banana Republic’s 2011 Mad Men Fall collection debut. Additionally, Instagram photos taken received a combined total of 1,987 likes and 37 comments. As a result, Banana’s Facebook page gained over 52,000 new fans at a rate of over 1,500 per day, an over 200% increase. The company’s Twitter account received over 7,000 followers with a 70% increase in retweets.