Desigual #NYFW AW17

Illustrative pattern
Desigual #NYFW AW17

The Challenge

While Desigual’s New York Fashion Week shows were covered by mass fashion media, everyday customers and tastemakers were not paying as much attention as we wanted them to. We had to find a way to send an exciting message to them during the most saturated point in the fashion calendar.

Desigual #NYFW AW17

The Solution

To stand out from the crowd we partnered with the individuals creating the trends, producing striking content together and delivering it in a smart and agile way that made sharing easy

Desigual #NYFW AW17
Desigual #NYFW AW17
Desigual #NYFW AW17

A memorable guest list.

We invited influencers who were relevant in our markets (France, Spain, Italy, and Germany), weren’t present at other shows, and had a distinct, newsworthy style. Our front row had to be memorable, and look different from the other brands’.

Content worth of love.

Our analysis of previous seasons proved that traditional front-row images (dark, unexciting and perishable) were amongst the lowest performing posts. Instead, we moved to the streets of New York to produce pictures that our influencers would love to share and the media would include in roundup articles through the heated fashion week (and weeks beyond.)

A collection that felt alive.

To overcome the idea that Desigual was difficult to mix, the guests wore outfits that 100% matched their personal style. No more forcing catalogue looks. Our influencers brought Desigual to life. 

Desigual #NYFW AW17
Desigual #NYFW AW17

Discovery made easy.

We built an automated system that immediately added SEO-friendly keywords and optimised html tags to our pictures. The content was then shared simultaneously with influencers, press, PR and all of Desigual’s internal departments. 

Desigual #NYFW AW17

The Results

Our digital-ready content was published in endless blogs, magazines and Instagram, finally positioning Desigual as a street style worthy brand. 

The content posted by our influencers performed way better than in previous seasons, finally breaking the front row pics curse. And Desigual internal social media teams were able to quickly create topical content almost as it was happening.

 

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