Case Study
SHEIN achieved 186M impressions with its reality show on Twitter Live
Key Results
186M
impressions
+366%
conversation volume (Episode 4 vs. Episode 1)
8.5M
video views
The opportunity:
SHEIN is the most downloaded shopping IOS app in the USA in May 2021, The brand celebrates the spirit of originality and creativity of independent designers, launched SHEIN X, a designer incubator programme supporting these designers and giving them the opportunity to showcase their brands on a global stage.
Twitter's audience is influential, plugged-in and in a discovery mindset. There is a 34% increase YoY in video viewing time from audiences on Twitter.
SHEIN (@SHEIN_official) turned to Twitter to launch the first ever reality show series #SHEINX100KCHALLENGE. This allows SHEIN to reach its global target audience on Twitter and showcase how the brand is committed to support these emerging talents by giving them the chance to be featured in the SHEIN AW21 fashion show and a cash prize of USD $100,000 to start their own label.
The strategy:
SHEIN leveraged a suite of Twitter solutions, from their first-ever Live Event Page to showcasing their weekly reality show’s content on Twitter to activating their first Like for Reminder and Branded Hashtag to drive views and conversation.
SHEIN also took over Twitter with Timeline & Trend Takeover products across 8 countries, for their Fall Fashion Show to spotlight the final design collections from these SHEIN X designers. To further celebrate the creativity of these talented designers, SHEIN partnered with ArtHouse creators to marry the top 5 designers’ styles with the SHEIN X logo, to create own-able assets that will be used to further promote the brand and the winners.
01
Create buzz via Branded Hashtags
Kickstart the teaser phase with branded hashtags to build anticipation for the upcoming reality show #SHEIN100KCHALLENGE.
02
Go Live on Twitter
Invite target audience to join the live event on Twitter via Branded Notifications and drive conversations during the event.
03
Avail of ArtHouse to build better creative
SHEIN asked Twitter ArtHouse to make bespoke video creative teasers and highlight video from each episode and assets to endorse the winning designers.
The success:
The launch campaign of #SHEIN100KCHALLENGE on Twitter conveyed SHEIN's commitment towards supporting originality to its target audience. By partnering with Twitter, it successfully drove positive brand associations and the reality show achieved 186M impressions and 8.5M video views.
Source:
Twitter Internal, January 2021, Global. Data reflects averages for 2020 vs. 2019;
Twitter has been our trusted and long-term partner in the past several years, and this #SHEINX100KCHALLENGE campaign has elevate our partnership to the next level. We have successfully meet our campaign goals by the Twitter team’s help and connect with our target audience on this platform.
Solutions Used
Launch something new with video
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Expanding reach
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