I thought it was time in my blog that I covered my love of social media and fashion with some of the digital campaigns that have caught my attention recently and the reasons why I love them. I often rave about Burberry who’s social and digital strategy keep their fans engaged on the various channels but here are some other brands that are doing an amazing job.
1.Marc Jacobs – #MJDaisyChain
During in New York Fashion week earlier this month Marc Jacobs created a pop up store, where people were able to trade social currency with Likes, Tweets, Instagram photos. Up for grabs were items from its Daisy perfume up to $500 bags. The more creative your social media effort were the greater chance you stood to bag the Marc Jacob handbag.
The campaign replicated that of the success that Special K had with their shop in London. As well creating a social buzz this was great for blogger outreach as the pop up shop also had a lounge with food, drinks and free Wi-Fi allowing Bloggers to recharge their batteries between shows.
Marc Jacob are very active on channels such a Twitter with 1.4 million followers, as well as Instagram and Daisy Chain perfume is their most engaged community. Whether this could work on a global level remains to be seen but this was a fantastic short-term, location-specific promotion that gained a lot of PR/Marketing exposure.
2. Diane Von Furstenburg – #ShopTheHangout
Back in October the designer Diane Von Furstenburg (DVF) hosted the first shoppable Google+ Hangout as part of a partnership between Goggle and the CFDA (Council of Fashion Designers of America). This was the first of a series that the CFDA were doing with designers such as Marcus Wainwright and David Neville of Rag & Bone, Rebecca Minkoff, and Rachel Zoe to follow.
I think Google+ Hangouts are a great platform for designers to showcase their talent, DVF demonstrated this attracting 2.3 million views on YouTube with The promo trailer, which was released a week before.
Diane Von Furnstenburg is fast becoming a pioneer when it comes to connecting fashion with technology. Her relationship with Google became clear when the models in her Spring/Summer 2013 show graced the catwalk wearing Google Glasses.
Last up and by no means least, is Topshop, who completely show the high street how to do social shopping.
Topshop joined the likes of Burberry and Marks & Spencer’s at London Fashion week as the top social performing brands. Taking over the Tate Modern, Topshop hosted the ‘world’s first in telepresence and virtual reality’ by running a competition online and throughout social media for five winners to be the first to experience the virtual world. The winners experienced front row seats by entering into a 360º virtual world, which includes a live runway feed, backstage action and VIP arrivals.
This isn’t the first campaign Topshop have done that deserves a mention their “Unique” show collection after collection demonstrate the importance of blending the on and off line worlds.
Topshop also collaborated with Pinterest in November to encourage shoppers to pin their favourite products – that’s the equivalent of clicking Like on Facebook – from the retailer’s website on to their own Pinterest pages and creating Christmas wish lists to share with family and friends.
Finally Topshop are almost old hat’s with their use of digital having brought out the SCVNGR app three years ago which allowed students to complete challenges in store and earn points to earn real-life discounts. They really seem to get “gamification” and the art of social sharing.
I can do not stress the importance of pairing fashion and technology for brands alongside knowing where your customer based hang out online and engaging with them in creative ways.