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+

Moncler Custom Q&A

Moncler’s Objective:

  • Generate buzz surrounding the brand’s newly-launched Moncler Genius drops program
  • Introduce the Moncler Fragments collection, including its influences and designs
  • Discuss “fast fashion” and how Moncler Genius is playing into the hype
  • Create thought leadership conversation through dialogue with WWD Studios Editors
  • Generate promotion for pop-up and event in Italy during Pitti Uomo

WWD Solution:

  • Produce a custom Q&A spotlighting Moncler’s first designer drop, running in our Digital Daily
  • Article featured images that spotlighted the first launch of the Hiroshi Fujiwara drop, as well as exclusive quotes on the collaboration
  • Instigate a WWD Instagram Stories Takeover with Alex Badia, LIVE from the Moncler drop pop-up and exclusive launch cocktail party

Kate Spade New York Livestream Presentation + Designer/CEO Q&A

This season, WWD partnered with Kate Spade New York to bring their latest runway show and capsule collection from new Creative Director Nicola Glass to fashion elite and consumers.

Kate Spade New York LIVE streamed their runway show from NYFW September 2018 on the Style Dimension stage, followed by a live Q&A talk with CEO Anna Bakst and Nicola herself, moderated by WWD Reporter Lisa Lockwood.

Several influencer models circulated the space in looks straight off the runway.

The panel was streamed on Facebook LIVE and Instagram LIVE, and promoted on WWD’s Twitter page.

Post panel, attendees could shop several of the brand’s latest handbag releases in an exclusive capsule moment for Style Dimension attendees.


Performance:

  • TOTAL Attendees: 325 (this panel was WWD Style Dimension’s most attended!)
  • TOTAL Social Reach: 5MM+
  • TOTAL FB Live Views: 2K+

Watch the Facebook LIVE Session HERE.

How To Make It In Fashion, Powered by Polimoda

WWD hosted a fashion career panel on the Style Dimension stage, powered by Polimoda.

Featured on the panel were Nicholas Kunz, designer/founder of Nicholas K, and Torsten Hochstatter, Creative Director at PUMA, both graduates of Polimoda.

The panel was targeted for those interested in or already a part of the fashion industry, and how the foundation of a good education at Polimoda prepped the featured designers for success.

All attendees were gifted with an inspirational/educational book from Polimoda.

The panel was streamed on Facebook LIVE and Instagram LIVE, and promoted on WWD’s Twitter page.


Performance:

  • TOTAL Attendees: 115
  • TOTAL Social Reach: 5MM+
  • TOTAL FB Live Views: 1.5K+

Watch the Facebook LIVE Session HERE.

Louis Vuitton Custom Article

Louis Vuitton’s Objective:

  • Promote Louis Vuitton’s latest advertising campaign starring Emma Stone and increase awareness of the launch of its newest bag collection
  • Shine a spotlight on the brand’s latest additions to the classic Capucines handbag line and showcase the details of the elevated styles
  • Educate WWD audiences on the evolution and craftsmanship of the iconic handbag

WWD Solution:

  • Produce a custom article detailing the campaign and the handbag collection, running in our Digital Daily
  • Re-purpose the custom piece to live as an online article on WWD.com for a month
  • Article featured images that spotlighted the handbag and showcased the overall theme of the campaign

WWD’s Second-Annual Festival House with Sexy Hair

During 2018’s festival season, WWD partnered with Sexy Hair to host Festival House, an abode of elite fashion and beauty influencers that created 85+ pieces of custom content on their Instagram and Instagram Stories platforms.

WWD, alongside Sexy Hair, curated a content playground of activations and moments for the influencers to create elevated, beauty-focused posts during the weekend in the desert. Activations included a mimosa bar, custom styling sessions and bathroom takeovers.

WWD x Sexy Hair hosted five different bathroom takeovers inside the house, giving the influencers direct access to styling products and tools all weekend long as they got ready for the festival. The takeovers included:

  • Custom Mirror Decals
  • Product Displays
  • Gifted Tools for Usage
  • Florals with Product Accents

WWD x Sexy Hair also hosted styling sessions for all in-house influencers and WWD editors on-site at a custom styling station on both Saturday and Sunday of the weekend. The styling sessions provided the perfect setting for the influencers to create customized content.

The Festival House pool hosted customized Sexy Hair floaties and beach balls to lighten up the atmosphere, along with a ”Make Your Own Mimosa” bar with Sexy Hair-inspired juice flavors based on product ingredients.


Performance:

  • TOTAL Influencer Content Impressions + Reach: 2.6MM+
  • TOTAL Program Hashtag Reach (#WWDFestivalHouse and #WorkingWithSexyHair): 4.3MM+
  • TOTAL Program Impressions: 7.1MM+

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.

Visit Newport Beach Custom Section

Visit Newport Beach’s Objective:

  • Ignite the conversation around the Newport Beach fashion and retail scene around NYFW timing
  • Establish Newport Beach as a key fashion and shopping destination
  • Integrate WWD Style Director Alex Badia into the project, establishing key trends that can be found in Newport Beach

WWD Solution:

  • Custom WWD Studios hybrid section of sponsored content and editorial fashion shoot
  • Section lived as a 10 page unit in WWD’s Digital Daily and Printed Daily edition during NYFW
  • Section integrates “City Guide” style pages that cover all there is to do, see, eat and shop in Newport Beach, accompanied by a custom on-location fashion shoot in Newport Beach, styled by Alex Badia and his team

Christian Lacroix Special Section

Christian Lacroix’s Objective:

  • Shine a spotlight on Christian Lacroix’s blossoming brand
  • Educate WWD audiences on the evolution of the brand into a lifestyle, e-commerce platform and new design aesthetic
  • Garner high-level exposure for Nicolas Topiol, CEO of Christian Lacroix

WWD Solution:

  • Produce a custom special section detailing the new Christian Lacroix DNA, running in our Digital Daily
  • Pages showcased sets of imagery that spotlighted the design aesthetic and pulled the section together
  • Piece featured exclusive quotes from CEO Nicolas Topiol

ICSC Special Section

ICSC’s Objective:

  • Shine a spotlight around the ICSC NY-Based Deal Making Convention
  • Educate WWD’s audiences on some of the top real estate power players, trends, and market analysis
  • Garner high-level exposure during timing for participating brands

WWD Solution:

  • WWD Studios customized sponsored ICSC special section in both WWD’s Digital Daily on day #1 of ICSC, and a special printed edition distributed on the show floor
  • Section lived within WWD’s annual ICSC themed issue, surrounding the sponsored content with relevant editorial content
  • Brands that bought in each received a single page or a spread, with integration from WWD Studios Editors within their supplied assets