Record-breaking Twitter Livestream for Louis Vuitton and BTS
For its Men’s Fall-Winter 2021 Fashion Show in Seoul, French luxury Maison Louis Vuitton (@LouisVuitton) collaborated with K-Pop sensations BTS (@BTS_bighit) and Twitter's Luxury Hub in Paris, for a global Twitter campaign that would increase visibility, desirability and engagement with the brand around the world.
@LouisVuitton’s latest collection was unveiled at Art Bunker B39, a cultural space just outside Seoul, with @BTS_bighit in attendance to model pieces from Vigil Abloh’s latest collection.
@LouisVuitton planned to appeal to the band’s hugely passionate fanbase by inviting users to watch the Live Men’s Fashion Show starring BTS, using Twitter’s live-streaming capabilities to build anticipation around the world. To do this, @LouisVuitton worked with Twitter Next, a lab of technologists, program managers, and designers to craft a bespoke orchestration that put an innovative, personalised twist on the usual call-to-action format.
The result was a stunning success, making those who tuned in feel like part of an exclusive and unmissable event, and breaking engagement records for @LouisVuitton, @BTS_bighit and Twitter.
Make an impact
Using Twitter Brand Notifications, @BTS_bighit invited fans to like a Tweet in order to receive an invitation to watch the @LouisVuitton Men's Fall-Winter 2021 Fashion Show on Twitter. This created a sense of occasion and excitement around the event and made fans feel that they could be part of something special.
Make it personal
Those who had liked the original @BTS_bighit Tweet were then sent a personalised notification by @LouisVuitton with the option to set a reminder for the live stream of the show. This helped to build anticipation and make the event feel unmissable.
Make it unmissable
After the event, @LouisVuitton targeted relevant audiences that might have missed the live show, allowing them to watch a full replay.
A massive 36.8m people tuned in to watch the @LouisVuitton Men's Fall-Winter 2021 Fashion Show, making it the most-viewed fashion show ever, while 1.3m engagements also made it the most talked-about. In the week of the show, @LouisVuitton even became the most popular brand in the world, with over 6 million mentions of #LVMenFW21. The unprecedented levels of Gen-Z engagement boosted the brand’s follower base by over a million within a week.
Even the build-up created record-breaking levels of participation, with the original Tweet from @BTS_bighit attracting 2.2m likes and @LouisVuitton’s retweet receiving the brand’s highest level of engagement ever: 1.1m likes and 600,000 retweets.
In total, 1.7m Tweeters received personalised invitations to watch the live show, and the numbers setting reminders totalled roughly 25 times more than the benchmark for a fashion show - a new record for the function on Twitter.
Twitter was instrumental in putting this worldwide campaign online in collaboration with BTS. The Brand Notification combined with the media coverage of the Live Fashion Show enabled us to set up a very efficient orchestration. Twitter is the only platform that allows us to carry out such a successful campaign.