lfw social media case study
DESCRIPTION
We take a look at London Fashion Week 2012, and a few case studies of what fashion brands did in digital marketing and social media, inc Burberry.TRANSCRIPT
![Page 1: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/1.jpg)
#LFW
Digital Case Studies
![Page 2: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/2.jpg)
Looking at.....
• How the LFW organisers embraced digital?
• A few case studies including Burberry, who went all out.
![Page 3: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/3.jpg)
The BFC (British Fashion Council) live streamed 46 shows this week. This resulted in a 100% increase in viewers on last year. Video was streamed on their site, live on big screens at Somerset House, Youtube and their Facebook page. Commentaries were given on screen via Twitter. Video content also grew on other sites including Elle, Grazia and the Telegraph who were also carrying live shows.
![Page 4: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/4.jpg)
![Page 5: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/5.jpg)
London Fashion Week also embraced augmented reality. The LFW logo and the front page of the daily newspaper ‘The Daily’ both enabled augmented reality. They showed a daily video highlighting some of the latest fashions.
![Page 6: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/6.jpg)
Augmented Reality enabled logo
![Page 7: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/7.jpg)
Augmented Reality enabled newspaper
![Page 8: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/8.jpg)
Augmented Reality enabled site
![Page 9: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/9.jpg)
Vogue Magazine showed highlights on a big digital billboard throughout LFW at Westfield Shopping Centre. The billboards had behind the scenes content, and used Tweets to give a running commentary.
![Page 10: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/10.jpg)
Topshop were also broadcasting shows from their site. They updated their iPhone app to have shows broadcasted. Topshop also used QR codes to receive extra video content, showing content such as ‘make-up tips’ and interviews.
![Page 11: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/11.jpg)
![Page 12: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/12.jpg)
French makeup brand Bourjois created a digital treasure hunt during LFW. Users were tasked to find the GPS-tracked Bourjois Belle on the streets of Shoreditch. Every day her location was published on the Facebook app, and once they had found her, they can claim free products.
![Page 13: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/13.jpg)
![Page 14: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/14.jpg)
Prabal Gurung hosted their show online as the only way of seeing it. (No audience at the actual show). Passwords were given out to journalists, and they were able to download the images immediately and the interviews were already transcribed. Perfect for instant PR. As Christina Binkley said on Twitter: "Watching the ICB by Prabal Gurung online fashion show is like watching football on TV. You're not there, but you see more than if you were."
![Page 15: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/15.jpg)
Burberry @ LFW
![Page 16: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/16.jpg)
Burberry really did push the digital boat out. Teaser videos to promote the show, GIF’s on Twitter of the runway models as they are on stage, releasing photos on Pinterest, releasing items on Polyvore, itunes release, Facebook, Harrods tie-up and adding special content to site.
![Page 17: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/17.jpg)
Burberry released a trailer to launch their #LFW show.
![Page 18: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/18.jpg)
Last year Burberry had the ‘TweetWalk’, this year they took it one step further, by releasing GIF’s for each runway model. (See Twitter photos)
![Page 19: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/19.jpg)
Burberry released photos onto their newly launched Pinterest page.
![Page 20: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/20.jpg)
Burberry released products onto Polyvore for fans to make ‘fashion collages’ with.
![Page 21: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/21.jpg)
Burberry released photos of the fashion show onto their Facebook page.
![Page 22: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/22.jpg)
Burberry also published shots on Instagram
![Page 23: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/23.jpg)
Burberry.com not only hosted the show online (HD Live Stream), but they also had a live feed of the Instagram shots being created. Users were also able to click on each individual look.
![Page 24: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/24.jpg)
Each individual look was available online. Users could look at 360 degree images, videos, and shop the content.
![Page 25: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/25.jpg)
Burberry also released the fashion show soundtrack on iTunes.
![Page 26: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/26.jpg)
Burberry also received some great publicity through Harrods. Harrods published all fashion shoot images on their Facebook page, and asked fans to like their favourite image. Whatever ‘look’ had the most likes would be purchased by Harrods to be sold in the store.
![Page 27: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/27.jpg)
Source: EDIDT
![Page 28: LFW Social Media Case Study](https://reader033.vdocument.in/reader033/viewer/2022052618/554c9cb7b4c905c10d8b501c/html5/thumbnails/28.jpg)
#ThatsAllFolks
Follow:@EddGold@OTHERmedia