Case Study

Myer gives fans a 360-degree view of the fashion world

Key results

The opportunity

Each season, the Myer Fashion Launch is usually the talk of the town, as Australia’s most influential fashion identities, celebrities, and VIPs come together to see the latest collections from leading Australian and international designer brands.

To celebrate the launch of its collection, Myer () chose to do something different — open its fashion show to the world in a new way. Rather than a traditional runway show, Myer hosted an exclusive, intimate black-tie dinner with fashion presentations.

Myer became the first brand in Australia — and the first department store globally — to use Periscope 360 to broadcast the fashion event to Twitter users in a fully immersive 360 degrees, giving audiences a virtual ‘seat at the table’ at the exclusive fashion event.

The strategy

Myer partnered with Twitter, media agency Ikon Communications (), and creative agency Clemenger BBDO Melbourne () to use several of Twitter’s marketing solutions.

Before and during the event, Myer used Promoted Tweets to notify Twitter users who were searching fashion-related keywords of the show, as well as existing followers of and Australian fashion brands.

When the show began, viewers got a front row seat at the event through Periscope 360, which was broadcast from Myer’s accounts on Twitter and Periscope.

Leverage tools to attract your fans.

Partnering with Twitter allowed Myer to reach a wide audience. The brand leveraged Promoted Tweets before the event and also used the hashtag , 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.

 

Use innovative content to stand 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.

Spread the content to those who matter.

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.

The success

Usually reserved for VIPs, Myer’s fashion launch gave customers and fashion fans a front row seat in a fully immersive, interactive fashion show experience.

The Periscope 360 content integrated into the campaign generated overwhelmingly positive sentiment through Retweets and comments. Using a Promoted Trend, Myer increased its following seven times from the week prior and more than 210,000 people ultimately viewed the content, with a 73% return rate after the show’s intermission.

Myer was able to gain a better understanding of its audience, achieving campaign engagement levels three times the Australian benchmark, Promoted Trend engagement more than twice the Australian average, and overall cost per engagement 68% less expensive than average.

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.

Michael Scott, Executive General Manager – Brand, Marketing, and Loyalty, Myer

Solutions used

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