In winter 2017 Samuelsohn had two things to celebrate: the launch of their exclusive ICE Technology fabrics and the brand’s premiere at NYFWM. We produced a social media campaign leading up to the debut of the new line, a Facebook Live Stream of the NYFW show, and a post-show content strategy that drove an increase in Samuelsohn’s social following and engagement.
We broke the strategy down into three major components: pre-show coverage, a NYFWM takeover and a post-show wrap. We set the tone up front with mood-oriented visuals alluding to the soon-to-be-revealed ICE line. After the show we continued with behind-the-scenes shots, short video clips and look book photos. We also implemented a #passionXperformance hashtag to heighten visibility of Samuelsohn posts and promote brand awareness.
To introduce the foundations of the ICE fabric technology, we focused the social strategy around a grid aesthetic - curating Samuelsohn’s feed to reflect the same level of sophistication and luxury the brand embodies. The macro individual photos featured natural elements, models and athletes, and refined fabrics. We posted one mood board daily, sharing three separate snapshots at different times of the day resulting in one final macro image.
LIGHTS, CAMERAS, & CLICKS
Using Facebook Live and Instagram stories, we captured exclusive backstage coverage of the NYFWM show. Live-streaming in lieu of standard posting on Samuelson’s profile enabled us to bridge the gap between the brand’s online presence and its online audience. Unlike most fashion show coverage, inclusivity was the name of the game to ramp up audience engagement.
The campaign objective? Build brand awareness and gain followers.
We consider this a success.