![]() ![]() We handed over the reins to our consumers and created the first socially curated fashion show, giving teens the chance to ‘Rule the Runway’. Our strategy was to turn usual fashion conventions on their head and create a show that was inclusive, fun and attracted not just the fashion press but also the influential global teen bloggers who our audience follows. ![]() Strategy and tacticsįashion shows are formulaic and carefully controlled by the brand. The campaign had to be content rich with assets available to view and post as soon as the show closed. We had to ensure the show lived beyond the 20-minute event for both consumers and media that couldn’t attend. We needed an idea that engaged them and allowed them to interact with the product while being innovative enough to secure global press coverage outside of the US. ![]() Our research told us that global NEO teens wouldn’t be interested in a straightforward fashion show with models walking the runway.
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