Since 2019, Prada (@Prada) has been using Twitter Live with great success for all its launches. Livestreams of the brand’s catwalks offer its audience the chance to get an exclusive glimpse at new collections and share their excitement with others in real-time.
It’s no surprise that 39% of people become interested in finding out about a brand’s products after watching a live event on Twitter.1
Ahead of its Fall Winter 2022 Womenswear Collection launch, @Prada wanted to achieve mass buzz around the newest collection as it had achieved before.
With its previous success of using Twitter Live, @Prada was keen to once again make Live the centrepiece of the launch campaign for its Fall Winter 2022 Womenswear Collection.
The campaign ran simultaneously across five markets, Italy, France, Germany, the US, and the UK, to extend the reach of its catwalk to the most significant fashion and luxury markets and connect with the broadest possible audience.
One week before the live event, @Prada began to build anticipation with a Brand Notification Tweet allowing people on Twitter to opt-in to receive individual notifications about the catwalk.
On the live event day, @Prada delighted fashion and luxury fans with a 15-minute long sci-fi-inspired catwalk that showcased the brand’s innovative and disruptive new collection.
Following the event, @Prada used Video Website Cards to promote a 15-second video featuring the catwalk’s best moments, which directed users to the show’s landing page.