Organic Social Strategy
Fashion Month Spring 2023
Objective: Utilize Fashion Month as a moment to continue to build customer excitement and shopping interest
Approach: Multichannel approach that allows brand to be timely and relevant while also connecting the full experience, from runway inspiration and curation to in-season shoppable moments.
• Owned: Showing curated highlights of the week
- Real-time channels (social) will show the customer everything they need to know instantly
- E-comm: curated recaps of the weeks, connecting to current shoppable trends with the runway and street style
• Earned: Garner exposure on third-party channels
- Influencer: Leverage relationships to get attendance and coverage at cocktail event
- PR: Targeted press commentary
Content Objectives:
1. Reinforcing expertise in curation and discovery: Showing fashion and lifestyle curation
2. Introduce VP of Fashion as a relevant voice in the fashion industry
3. Drive brand audience engagement: Focus on content that will engage the customer on each channel, differentiating content by medium building a deeper connection with them
4. Show the many faces of luxury of relationships: with our designers, brands, customers, influencers and fashion industry stakeholders
5. Use our Fashion Week POV to deliver on Co-op: Sold dedicated brand content as part of fashion week coverage
How it came to life:
Shoppable Moments
Real-Time Social-First Content
Fashion Month Fall 2022
Objective: Utilize Fashion Month as a 360 marketing calendar moment to further establish fall marketing campaign "Live Your Luxury"
Approach: Multichannel approach that allows us to be timely relevant while also connecting the full experience, from runway inspiration and curation to in-season shoppable moments.
• Owned: Showing curated highlights of the week
- Real-time channels (social) will show the customer everything they need to know instantly
- E-comm driven channels will host curated recaps of shows, connection to current trends with the runway and street style
• Earned:
- Influencer: Leverage relationships to get attendance and coverage at cocktail event
- PR: Targeted press commentary
Content Objectives:
1. Reinforcing expertise in curation and discovery: Showing fashion and lifestyle curation
2. Introduce VP of Fashion as a relevant voice in the fashion industry
3. Drive brand audience engagement: Focus on content that will engage the customer on each channel, differentiating content by medium building a deeper connection with them
4. Show the many faces of luxury of relationships: with our designers, brands, customers, influencers and fashion industry stakeholders
How it came to life:
Shoppable Moments
Real-Time Social-First Content
Event Coverage
#CampNeimans PR and Influencer Event
Objective: Take advantage of the Summer Camp event as a platform to show how the Summer Camp Campaign comes to life to deepen connection with our customer.
Approach: Three-pronged approach to drive brand visibility, engagement, and credibility
Owned: Excite social community about #CampNeimans through authentic real-time content featuring our Camp Counselors and Campers (Influencers).
Influencer: Amplify campaign message and highlight our fashion and lifestyle authorities using their channels to reach a wider audience.
Editors: Distribute photos of them each morning (from the day before) and share the NM templates to incentivize social sharing
Content Objectives: From arrival through departure, provide our social audience with a real-time, inside look at #CampNeimans
1. Drive Engagement: Through Social first real-time content on existing and emerging platforms
2. Summer Camp Platform Building: Incorporation of summer camp branding into storytelling for cohesive brand messaging
3. Leverage Credibility: Use influencer content to showcase wardrobe to contextualize the campaign in a real-life setting
4. Inspire Purchase: Creation of shoppable moments to drive community engagement
How it came to life:
Shoppable Moments
Real-Time Social-First Content
