THE OBJECTIVE
As a celebration of the Victoria Beckham brand’s 10th anniversary, we brought Victoria’s New York show to London Fashion Week for the very first time.
To mark this iconic moment, I developed a robust marketing strategy that highlighted the founder, maximized reach in the market and launched a whole range of activations, partnerships and OOH activity.
This resulted in being the number 1 brand at London Fashion Week in terms of media impact value.
the process
A unique piece of the activation was overseeing the development and implementation of a first-of-its-kind partnership with Meta which I single-handedly led. I created a Messenger Experience, where users interacted with the Facebook page and responses were from the founder’s POV. Users received real-time updates from Victoria’s diary, behind-the-scenes sneak peaks and the ability to virtually try on key pieces using augmented reality.
This had never been done by a brand and set a best-in-class example of a luxury fashion brand using AR and BOT technology to foster community.
THE RESULTS
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4x higher than email
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60k after 3 weeks + 65% subscribed to receive updates
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And sent 50 messages on average
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+733% higher than the CTR average for the brand
