New Zealand Fashion Festival Social Media Case Study 2012

NZFF PARTNERSMonday, 2 April 12

OBJECTIVES • Spread key messages and information • Boost community numbers on Facebook • Promote shows and seminars • Promote partners and 3 labelsMonday, 2 April 12

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

OPPORTUNITIES • Deepen relationships • Create interesting content • Engage inﬂuencers • 5 Boost online activity • Cover event as it happens • Introduce new initiativesMonday, 2 April 12

• 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

70% of survey respondents ﬁrst heard about NZFF through Social Media. 32 INSIGHTMonday, 2 April 12

PLATFORMS USEDMonday, 2 April 12

FACEBOOK TACTICS • Content driven • Frequent Updates - building up • Paid Advertising • Trigger Content • Events • Custom Tab • Promotions & Giveaways 9 • CampaignsMonday, 2 April 12

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 PARTNER CONTENTMonday, 2 April 12

PLANNED CONTENT LIVE CONTENTMonday, 2 April 12

FACEBOOK ADS 13 CUSTOM TABSMonday, 2 April 12

FLASH MOB • promoted via facebook, ads & youtube videos • 3rd most viral photo album on facebook page EVENT LISTINGSMonday, 2 April 12

VIRAL CONTENT 200+ likes •137 shares •63 commentsMonday, 2 April 12

CAMPAIGN CREATIVEMonday, 2 April 12

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

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

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

FAN FRIEND REACH • Over 1M Friends of Fans Reached in Festival WeekMonday, 2 April 12

WEEKLY GROWTH • Engaged Users - 71% • Page Impressions - 53% • Page Views - 64%Monday, 2 April 12

FAN INCREASE • 35% Increase in FansMonday, 2 April 12

ENGAGED USERS 23 • Increased by 70% • 38 k during Festival Week • 22 k two weeks priorMonday, 2 April 12

• 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

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

INFLUENCERSMonday, 2 April 12

MOST SOCIABLE PARTNERS Partners 4 6,Monday, 2 April 12

MOST SOCIABLE LABELSMonday, 2 April 12

TWITTER CAMPAIGN •half-day campaign •brand association •leveraging audience share •creating buzz • #OldMoutCiderStyleMonday, 2 April 12

MENTION REACH • Mentions reached 538k during NZFFMonday, 2 April 12

RETWEET REACH • RT’s Reached 121k leading up to NZFF and remained at 85k during NZFFMonday, 2 April 12

• 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

BLOG • 5000 post views • Promoted Guest Bloggers in lead up • Top posts • Flashmob • Old Mout Cider promo • Coat Hanger HuntMonday, 2 April 12

BLOGOSPHEREMonday, 2 April 12

Instagram •154 Photos •156 Followers •556 Likes •67 Comments •Tumblr Feed •Custom Facebook Tab •Collaboration with Fashion Blogger Katherine LowMonday, 2 April 12

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

FOURSQUARE • Tips for Event • Photos • Partner bar List • Retail Outlets List • Venue LocationMonday, 2 April 12

PINTEREST • Boards for each show • Fashion and Beauty related content • Creating International Awareness of NZFF • http://pinterest.com/nzfashionfestMonday, 2 April 12

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

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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New Zealand Fashion Festival Social Media Case Study 2012

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