As fashion retailers strive to stand out from their competitors on social media, many have launched inventive campaigns designed to increase customer engagement on Twitter, Instagram and Facebook. Drapers looks at five of the best.
Barbour spring 17
Barbour teamed up with social media agency Cult LDN ahead of its London Collections Men shows, posting teasers of the collections on Instagram and invited customers to visit the website and watch the show to help increase consumer engagement. An online 360° video gave fans an immersive view of the show on the day and hashtag #BarbourLCM was trending on Twitter throughout the day of the show. The campaign resulted in more than 7.6 million impressions on Twitter and Instagram, and boosted online traffic and sales at Barbour’s website. Following the event, the brand was the first to use Facebook Canvas – a tool that allows retailers to post a mixture of images and video.
kendall jenner calvins
Calvin Klein started the #mycalvins campaign two years ago, nodding back to Brooke Shield’s famous 1980s campaign. The brand asked celebrities, fashion bloggers and influencers to post selfies of themselves online using the hashtag #mycalvins. More than 3.8 million posts with the hashtag have now been posted on Instagram, and the brand has expanded the campaign to include denim and womenswear. Calvin Klein has also launched a campaign on Snapchat featuring Kate Moss, actress Margot Robbie and Vogue creative director Grace Coddington.
AllSaints launched social media campaign #ItsUpToYou in May, aiming to engage more with its customers and put them at the centre of its social media. Consumers were asked how they would wear the retailer’s spring16 collection and then encouraged to post photos on Twitter and Instagram. More than 45,813 posts using the hashtag have been posted on Instagram so far.
Topshop Ivy Park
Beyonce in Ivy Park
Topshop used social media ahead of the launch of its hotly anticipated Ivy Park women’s sportwear collaboration with singer Beyoncé. In the run up to the collection’s release, six short promotional teaser videos were posted on Instagram, the first of which reached over 67,000 views. More than 96,000 posts with the hashtag #IvyPark have been posted on Instagram. The activewear range has been promoted on Snapchat and has its own social media channels, separate from the main Topshop account.
make a promise
French fashion house Louis Vuitton teamed up with Unicef to help raise awareness of the charity’s work to support children in need around the world. The brand used social media and the hashtag #makeapromise to help spread its message, and featured Instagram posts from celebrities such as David Beckham, Kate Moss and Miranda Kerr. A Facebook video promoting the campaign has been viewed more than 22,000 times and been shared almost 1,000 times.