New Zealand Fashion Festival Social Media Case Study 2012

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New Zealand Fashion Festival Social Media Case Study 2012

  1. 1. Text SOCIAL MEDIA CASE STUDY CREATED FOR NEW ZEALAND FASHION FESTIVAL BY FLITTER LTD © 2012Monday, 2 April 12
  2. 2. NZFF PARTNERSMonday, 2 April 12
  3. 3. OBJECTIVES • Spread key messages and information • Boost community numbers on Facebook • Promote shows and seminars • Promote partners and 3 labelsMonday, 2 April 12
  4. 4. CHALLENGES • Showcase inclusive nature of event • Remove purchase barriers or inhibitions • Balance needs of everyone involved • Keep audience well engaged and informed • Manage any issues • Sell ticketsMonday, 2 April 12
  5. 5. OPPORTUNITIES • Deepen relationships • Create interesting content • Engage influencers • 5 Boost online activity • Cover event as it happens • Introduce new initiativesMonday, 2 April 12
  6. 6. • Multi-Platform • Content Driven • Real-Time & Scheduled updates • Building up excitement and buzzOUR APPROACH • Deepening Engagment and Community • Fostering Key Stakeholders • Measuring and Tweaking as we goMonday, 2 April 12
  7. 7. 70% of survey respondents first heard about NZFF through Social Media. 32 INSIGHTMonday, 2 April 12
  8. 8. PLATFORMS USEDMonday, 2 April 12
  9. 9. FACEBOOK TACTICS • Content driven • Frequent Updates - building up • Paid Advertising • Trigger Content • Events • Custom Tab • Promotions & Giveaways 9 • CampaignsMonday, 2 April 12
  10. 10. CONTENT STRATEGY • Anticipation building - Sharing in the buzz & Excitement • Viral content - not necessarily about NZFF • In-The-Moment Content • ‘Unofficial’ Behind the scenes contentMonday, 2 April 12
  11. 11. 11 PARTNER CONTENTMonday, 2 April 12
  12. 12. PLANNED CONTENT LIVE CONTENTMonday, 2 April 12
  13. 13. FACEBOOK ADS 13 CUSTOM TABSMonday, 2 April 12
  14. 14. FLASH MOB • promoted via facebook, ads & youtube videos • 3rd most viral photo album on facebook page EVENT LISTINGSMonday, 2 April 12
  15. 15. VIRAL CONTENT 200+ likes •137 shares •63 commentsMonday, 2 April 12
  16. 16. CAMPAIGN CREATIVEMonday, 2 April 12
  17. 17. MALE FEMALE MALE 29% 13 - 17 18 - 24 FEMALE 71% 35 - 44 45 - 54 55+ 0 13 25 38 50 AUDIENCE REACHED by age & genderMonday, 2 April 12
  18. 18. PAGE IMPRESSIONS 18 • Page Impressions activated by viral activity peaked at over 100,000 during Festival Week • 951k impressions in 5 weeksMonday, 2 April 12
  19. 19. PAGE ‘STORYTELLERS’ • Over 7k interacted with the Facebook page in Festival Week, generating stories about NZFF on their newsfeed • A total of 24,874 stories created in 5 weeksMonday, 2 April 12
  20. 20. FAN FRIEND REACH • Over 1M Friends of Fans Reached in Festival WeekMonday, 2 April 12
  21. 21. WEEKLY GROWTH • Engaged Users - 71% • Page Impressions - 53% • Page Views - 64%Monday, 2 April 12
  22. 22. FAN INCREASE • 35% Increase in FansMonday, 2 April 12
  23. 23. ENGAGED USERS 23 • Increased by 70% • 38 k during Festival Week • 22 k two weeks priorMonday, 2 April 12
  24. 24. • 1.5K Fans in Five Weeks • 70% increase in Engagement • Over 5,000 unique page views per week • Over 1,000,000 Friends of Fans saw something about NZFF During Festival Week INSIGHTMonday, 2 April 12
  25. 25. TWITTER TACTICS •Engage Influencers •Share Content •Generate awareness •Create Anticipation and buzz •Promote Ticket Sales •Cover Live Events •Promote campaigns and giveaways •Engage with partners and brands 25Monday, 2 April 12
  26. 26. INFLUENCERSMonday, 2 April 12
  27. 27. MOST SOCIABLE PARTNERS Partners 4 6,Monday, 2 April 12
  28. 28. MOST SOCIABLE LABELSMonday, 2 April 12
  29. 29. TWITTER CAMPAIGN •half-day campaign •brand association •leveraging audience share •creating buzz • #OldMoutCiderStyleMonday, 2 April 12
  30. 30. MENTION REACH • Mentions reached 538k during NZFFMonday, 2 April 12
  31. 31. RETWEET REACH • RT’s Reached 121k leading up to NZFF and remained at 85k during NZFFMonday, 2 April 12
  32. 32. • Over 1000 tweets from @NZFashionFest in 5 Weeks • Average of 200 tweets from @Nzfashionfest a week • Total of 1.7K tweets included either @NZFashionFest OR #NZ • 360 Images shared in total • 2400 Clicks on Links •Mentions of @NZFashionFest Reached 538k before NZFF •RT’s Reached 121k leading up to NZFF and Remained at 85k 32 INSIGHTMonday, 2 April 12
  33. 33. BLOG • 5000 post views • Promoted Guest Bloggers in lead up • Top posts • Flashmob • Old Mout Cider promo • Coat Hanger HuntMonday, 2 April 12
  34. 34. BLOGOSPHEREMonday, 2 April 12
  35. 35. Instagram •154 Photos •156 Followers •556 Likes •67 Comments •Tumblr Feed •Custom Facebook Tab •Collaboration with Fashion Blogger Katherine LowMonday, 2 April 12
  36. 36. Tumblr • Instagram Feed linked here so people could check Katherine’s photos during NZFF • Reblogging NZFF Bloggers • International Connections • linking to other NZFF sites • Curating NZFF related content http://nzfashionfest.tumblr.comMonday, 2 April 12
  37. 37. FOURSQUARE • Tips for Event • Photos • Partner bar List • Retail Outlets List • Venue LocationMonday, 2 April 12
  38. 38. PINTEREST • Boards for each show • Fashion and Beauty related content • Creating International Awareness of NZFF • http://pinterest.com/nzfashionfestMonday, 2 April 12
  39. 39. Key Takeaways • High level of engagement • Integration is key • Content, Consistency and Creativity • Visual content goes viral • Heaps of opportunity to innovate and build from here • 70% of Survey respondents first heard about NZFF via Social MediaMonday, 2 April 12
  40. 40. We’re passionate about building strategies for the social Web. For more about us visit flitter.co.nz, send us an email on hello@flitter.co.nz or tweet us @weareflitterMonday, 2 April 12

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