In the fall of 2018, Savage X Fenty took over New York Fashion Week with an immersive see-now-buy-now fashion experience. In order to create a truly impactful moment for the brand, we focused on integrating all touch-points into one holistic campaign - lead by social. The goal of the campaign was to reach a mass audience, generate engagement and brand awareness, while making a statement around the product offerings. My role was to develop the social strategy, work closely with marketing, PR, and creative - as well as external partners to ensure proper execution.

The Strategy:

The 360-campaign blended organic social, OOH placements and digital ads, influencer partnerships, and strategic PR initiatives with livestreaming (in partnership with YouTube). The social media first campaign kicked off with a social sweepstakes - giving fans the chance to win a ticket to attend the show. A designated landing page was created on the site to capture emails and drive traffic to the destination where fans could view the livestream and purchase after the show. From there, social took the lead on teasing the show with video content which served as cliff-hangers to build excitement. In addition to the many campaign touchpoints, we partnered with a diverse group of influencers and took to the New York streets for a photoshoot to promote the latest launch with the hashtag #SavageXFW18.

During the show, we hosted takeovers and created stories to give the audience a BTS-look at how everything went down. The post show strategy was simple - to promote the latest launch using the new creative and influencer partnerships.

The Results:

As a result of this huge team effort, we reached 1M+ Instagram followers, trended #1 on Twitter in the U.S. and #4 globally, hit 1M+ views on the YouTube video, and thousands of mentions of the #SavageXFW18 hashtag.