PRESENTATION OUTLINE
Create your own Fashion show
ASSIGNMENT
Come up with a branding PR event to create awareness for STYLIGHT in the Belgian and Dutch market.
TARGETS
+ Increase awareness of STYLIGHT
+ More engagement with fans
+ Position STYLIGHT as inspiration channel
+ Increase sales
TARGET MARKET
Young millennials (15 - 35 years old) who are fashion minded (mostly women) and shop online regularly. They want to be inspired by others and want to create their own style.
FACTS & INSIGHTS
+ Stylight.nl/be needs to be launched in the market.
+ Women like to be inspired online before they buy fashion.
+ Many women love fashion and dream of a career as a fashion stylist/designer.
+ Fashion shows are extremely populair and have an exclusive image.
THE IDEA:
Create your own fashion show and pick your collection from over 100 online shops, think of a total concept and get the chance to show it at FashionWeek.
STEP 1: ACTIVATION
+ Create your own STYLIGHT fashion show.
+Think of a theme, add items to your collection & create 10 complete looks.
+ Pick models, hairstyle, make-up, music & light.
+ Your own fashion show is ready!
STEP 2: SELECTION
+ A jury of 5 influencers (1 blogger, 1 designer, 1 fashionista,1 journalist, 1 from STYLIGHT) pick the 30 best fashion shows.
+ Out of this 30 shows STYLIGHT fans can vote online for the best 10.
+ 10 best win their own show at the FashionWeek!
STEP 3: EVENT
+ Actual STYLIGHT fashion show takes place at Amsterdam FashionWeek.
+ 350 Influencers and Stylight fans will be invited.
+ Winner wins € 2,500 shopping money and receives the title "STYLIGHT fan of the year".
THE EVENT
+ 10 Fashionshows made by fans
+ 150 bloggers, journalists & influencers
+ 200 STYLIGHT fans
+ Famous presenter (e.g. Sylvie Meis, Daphne Deckers)
+ Location: Transformatorhuis @Westergas Amsterdam (FashionWeek)
+ Date: January 2016
+ Private afterparty for all guests
+ Goodiebags, drinks & bites
GUESTLIST:
+ top 50 Fashionbloggers (e.g. Linda Tol, Lizzy vd Ligt, Chloe Sterk, NSMBL, Yara Michels, Negin, Billie Rose, AfterDRK, Sofie Valkiers, Polienne, Ghentstreets)
+ 30 journalists (e.g. Vogue, Elle, Glamour, Cosmopolitan, Grazia, NRC, Metro)
+ 35 Famous Dutch/Belgian people+1 (e.g. Yolanthe Sneijder, Sylvie Meis, Victoria Koblenko, Michiel Huisman, Anna Drijver, Astrid Bryan, Kim Clijsters, Eline de Munck)
+ 5x Stylight Fashionshow jury
+ 200 invited STYLIGHT fans
MEDIA PLAN
+ Send out press releases at every step & right after event (4 in total)
+ Include blogs in all the communication (give 25 large blogs a virtual version of their designed fashionshow)
+ Communicate activation by Facebook advertising (ca. 25,000 clicks)
& buy advertorials at Fashion websites and blogs (ca. 2 mln impressions)
KPI's
+ Achieve 20% more traffic to the website.
+ Get > 5000 created fashion shows.
+ Get a press coverage with > 2,000,000 impressions spread amongst > 60 media (incl. blogs).
BUDGET
+ Website application STYLIGHT: €20,000
+ Online campaign Fashion websites & blogs : €50,000
+ Facebook campaign: €30,000
+ 25 virtual fashion shows for blogs & best 30: €25,000
+ Eventlocation @ Fashionweek incl technique €35,000
+ STYLIGHT decoration €5,000
+ Presenter & jury €9,000
+ Food & personnel €7,000
+ Drinks, mainly sponsored €2,000
+ 25 models €12,500
+ Make-up & hairstyling sponsored by partners €0
+ 350 Goodiebags sponsored by partners €0
TOTAL: €195,500
RESULTS
+ More than 5000 people who create their Fashionshow at Stylight.nl/be.
+ More sales for STYLIGHT with an average of 150 clicks per created fashion show.
+ A lot of press coverage with 4 communication moments.
+ An extended network of STYLIGHT fans.
+ Clear positioning of STYLIGHT: Inspiration channel for online Fashion shopping.
+ A profitable ROI.
WHY?
+ Large and intens reach during a few months.
+ The activation converts into concrete sales.
+ Converts target group into long-term fans.
+ Make it bigger than just an event with a 5 months activation period.
+ Involve all the fans in the activation and event.
+ Get more moments of communication with the press.
+ The campaign is solely online to reach the specific target group and make it cost efficient.
+ Use FashionWeek as a high-end platform where the bloggers, journalists and influencers already are and make it cost-efficient by using a location that's already build up.
+ Involve bloggers, journalists and influencers to achieve a lot of press coverage.
