Leverage buzz before, during, and after the show.
@desigual increased awareness and engagement compared to previous shows by organising its #DesigualNYFW campaign around different stages. With this strategy, the brand was able to kick-start conversation the week before the show in key markets and prepare its audience for the main event. It was also able to extend the life of its campaign by allowing users to relive the catwalk stream after the show.
Adjust the product to your objective.
@desigual optimised its strategy using a series of Twitter products at different campaign stages in order to reach specific objectives. To build awareness, it ran Promoted Tweets on Twitter and the Twitter Audience Platform; it encouraged users to download @periscopeco using a Website Card; and it drove video views of its live-streaming show using a Video Card in its Promoted Tweets.
Use Periscope to give users an exclusive perspective.
@desigual gave users an exclusive perspective of the show by using Twitter’s Periscope app to broadcast a live stream of its SS16 show. Events like New York Fashion Week provide the perfect opportunity to share an experience as it happens.
Brand penetration, awareness, likes, sales... at the end NYFW is about reaching audiences globally. Social media is the best tool to achieve those objectives and helps us position ourselves among the greatest within the global industry.