The strategy was comprised of three major components: pre-show coverage, a NYFWM takeover & livestream, and a post-show content wrap. The tone was set 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 Sameulsohn posts and promote brand awareness.
Passion and Performance
To introduce the foundations of the ICE fabric technology, we focused the social strategy around a grid aesthetic - curating Samuelsohn's feed like a gallery to reflect the same level of sophistication and luxury the brand embodies. The macro individual photos featured natural elements, models & athletes, and refined fabrics. One mood board was posted daily, sharing three separate snapshots at different times of the day resulting in one final macro image.