Partnering with Twitter allowed Myer to reach a wide audience. The brand leveraged Promoted Tweets before the event and also used the hashtag #MyerAutumn17, which featured prominently in users’ feeds in the lead-up to the show. A Promoted Trend on the day of the show also helped build traction and awareness of the event.
In addition, Myer used the Retweet to Remind functionality, which automatically sends a reminder to users who have Retweeted a Tweet. This meant that any fashion fans who had Retweeted Myer were sent a notification of the Periscope link when the show started, so they didn’t miss out.
Myer was the first brand in Australia — and first department store globally — to use Periscope 360 to boost the brand’s reach through innovative, unique content that gave users a seat at the event. For the duration of the event, users could change their point of view of the fashion show by moving their phone around or by scrolling around the screen to choose what part of the live show they were viewing.
Myer promoted the Periscope 360 content for several days following the event, bolstering the number of people viewing the broadcast. With specific targeting of people following fashion and beauty brands, influencers, and the media, Myer was able to reach more than 210,000 total views of the Periscope stream during and following the event.
Customers are at the heart of our strategy — we want to create experiences and amazing memories for them. With Twitter and Periscope 360, we could give our customers a front row seat to our autumn/winter collections launch and make them part of the action.