Socially Driven Programs

Avec Les Filles Custom Social Media Takeover

Avec Les Filles’ Objective:

  • Spotlight Avec Les Filles latest collection to a US key market
  • Give an inside glimpse to an invite-only press event, complete with influencers and fashion celebs
  • Allow facetime for Avec Les Filles dual creative directors as they talk to the new collection

WWD Solution:

  • Custom Instagram Stories series, LIVE from the event, that hosts a dual purpose:
    • Q&A on-site with the dual creative directors as they answer questions about the latest collection
    • Showcase the attendees, scene and some of the pieces available throughout the event
  • Reach 1.1MM+ audience on WWD’s Instagram Stories platform

Roberto Coin Custom Video Initiative

Roberto Coin’s Objective:

  • Promote Roberto Coin as a trendy fashion authority in the accessories/jewelry sector
  • Spotlight the styling versatility of Roberto Coin’s latest created collection
  • Launch a video that curates trends from the NYFW S/S 2020 seasons
  • Leverage WWD’s production and creative teams to custom shoot a sizzle-style video that can be evergreen throughout 2020

WWD Solution:

  • Create a custom video narrative, based on WWD’s trend reporting, that places Roberto Coin front and center to a fashion-focused audience
  • Tapping into a stylist, full video crew, model and WWD Editor to curate a custom-shot video that spotlights three NYFW trends, coupled with pieces from Roberto Coin that bring them to life in unique looks
  • Curate a dedicated media plan with a set of placements that put Roberto Coin front and center to both WWD’s B2B and B2C audiences, including WWD.com native content and social media promotion

Roberto Coin Custom Video Initiative

Roberto Coin Program Summary:

  • Promote Roberto Coin as THE authority in the red carpet jewelry sector for the 2018/2019 events season
  • Spotlight the styling versatility of Roberto Coin’s most iconic pieces
  • Reach both the industry and consumer audiences to re-introduce Roberto Coin as a jeweler to watch
  • Leverage the elite WWD video, production and creative teams to custom shoot a sizzle-style video that can be evergreen throughout 2019

Influencer Program with Micam, Mipel, and The Lombardy Region

During Milan Fashion Week and the Micam/Mipel Tradeshow Season in September 2018, WWD and FN partnered with Micam, Mipel and the Lombardy Region to host a custom influencer trip and content program, generating 325 pieces of custom content across Instagram, Instagram Stories and WWD/FN media platforms.

Micam, Mipel and the Lombardy Region, alongside WWD and FN, curated
a custom itinerary of tradeshow events and appointments, meet & greets, parties and travel excursions for three influencers to experience and create elevated, customized, international-focused posts during their week in Milan, Italy.

The influencers also spoke on a social media/fashion and footwear themed panel, moderated by a WWD Editor, at the Micam and Mipel tradeshows, showcasing their expertise in the industry and promoting their personalities.

Key highlights from the itinerary included:

  • Meeting with key brands/clientele at the Micam/Mipel Shows
  • Panel Discussion at the Micam/Mipel Shows
  • Interviews with ItalianShoes.com
  • Meet & Greet with Tommy Hilfiger
  • Micam and Mipel VIP Cocktail Parties
  • Leu Locati Bag Manufacturer Tour
  • Moreschi Shoe Manufacturer Tour
  • Museum of Shoes
  • Lake Como Boat Tour

Performance:

  • TOTAL Influencer Content Followers: 958K+
  • TOTAL Content Impressions: 3.5MM+

WWD’s Holiday Gift Guide with CBL Properties

CBL Properties’ Objective:

  • Generate in-store conversion sales at CBL Properties across the country during key holiday timing
  • Promote specific brands/retailers and their holiday product through a custom digitized and social presence
  • Establish CBL Properties as prime retailer go-to for your holiday shopping needs
  • Spotlight Midwest retail centers specifically to drive growth and sales
  • Craft sweepstakes to drive in-store traffic upon participation

WWD Solution:

  • Custom Digital Daily section, divided by gifting categories (example: “Fitness Guru,” and “Frequent Flyer”)
  • Custom Digital Microsite to drive traffic to the sweepstakes for entry and spotlight different retailers
  • Native Article and custom ROS banners on WWD.com to drive more traffic to the digital microsite
  • Custom social media promotion on @WWD’s platforms in fun, interactive GIF format
  • Influencer integration with Chicago-based Olivia Rink
    • Custom content creation on Instagram and Instagram Stories featuring several featured products in the gift guide

Performance:

  • TOTAL Time Spent: 4,200+ hours
  • TOTAL In-Store Conversions: 225K+
  • TOTAL Program Impressions: 1.5MM+

View the Custom Microsite HERE.

Woolrich

Woolrich’s Objective:

  • Ignite the conversation around the Woolrich Parka during holiday timing
  • Educate audience on things to discover about the Woolrich Parka, and what makes it iconic
  • Integrate WWD Style Director, Alex Badia, into the project while having him interact with Woolrich Creative Director, Andrea Cane

WWD Solution:

  • Custom WWD Shot and produced video titled “Five Things You Need to Know About the Iconic Woolrich Parka”, filmed at the Woolrich Soho Flagship with WWD’s Alex Badia and Woolrich’s Andrea Cane
  • Video is in snackable social format, and lives on WWD’s Instagram and Facebook platforms
  • Video integrates five key facts about the Woolrich Parka, while showcasing custom campaign video and imagery, and products from the latest collection, all while in the Woolrich environment

Burberry Fragrance

Burberry Fragrance’s Objective:

  • Promote the launch of Burberry’s My Burberry Black Fragrance
  • Drive awareness to My Burberry Black
  • Align My Burberry Black with Mother’s Day and Female Lifestyle Content Environments
  • Display My Burberry Black in a First-To-Market, Exclusive Opportunity with a Luxury Feel

WWD Solution:

  • A healthy mix of unique and custom digital and social media units and posts, as well as high-impact placements, including:
    • Homepage Takeovers
    • Targeted Impressions to Runway, Fashion and Beauty Channels
    • In-Article Video
    • Ownership of Mother’s Day Editorial Content
    • Best In Fragrance Custom Sponsorship:
    • Custom editorial content Burberry surrounded and aligned their My Burberry Black Fragrance with
    • Best In Fragrance Editorial Article
    • Scent Notes of Spring Custom Social Video