servif
Times Fashion
Week
DJEIFD
A BIRDS EYE VIEW
By handling the brand’s social media strategy through an Instagram-first approach, we help increase reach and visibility through a research-based content strategy, back-end management and Behind-the-Scenes (BTS) coverage for 5 editions of Times Fashion Week - BTFW 2020, BTFW 2021, BTFW April 2022, PTFW 2022, BTFW Oct 2022 and all upcoming Fashion Weeks.
THE JOURNEY
The primary objective is to create, repurpose, and design content, as well as help disseminate it on Times Fashion Week’s social media handles, including Instagram, Facebook, Twitter, and YoutTube.
As part of our mandate, we also managed BTS coverage for Fashion Week, which included curating social media announcements for featured designers and celebrities, posting live creatives, managing backstage video bytes, collecting images with models, and showstoppers to keep the handle active and dynamic.
THE STRATEGY
The ongoing work for Times Fashion Week was executed in a multitude of ways – From managing back-end photoshoots, obtaining celebrity bytes for social media, coordinating with the various SPOCs of sponsor brands, to consistently churning out content and design according to the Fashion Week theme for the season and enhancing brand visibility through paid social media campaigns through a unique approach on Instagram, that was also replicated on Facebook and Twitter.
SOCIAL MEDIA STRATEGY
With a view to staying on top of the latest in fashion trends and engaging with brand followers, the social media strategy includes extensively referring to the style closets of Bollywood celebrities and trendsetters to create a style guide for audiences through seasonal/topical mood boards. With a special focus on interactive stories, the content strategy also includes opportunities for followers to rate their favourite celebrity look or enjoy an iconic fashion throwback.
Times Fashion Week Editions 2020 - 2022
Given the restrictions due to COVID-19, the first Bombay Times Fashion Week #VirtualEdit was held in December 2020. The show went live on Facebook & Instagram the following week through Virtual Handshake, which is a way of virtually broadcasting events live. The following editions viz BTFW 2021, BTFW April 2022, PTFW 2022, and BTFW Oct 2022 were physical events where we provided extensive on-ground support in order to cover BTS footage of the entire 5-day span (Fittings + Show Days) of the Fashion Week.
Preparing to Launch
The launch for each edition is 15 days prior to the event. We designed a unique layout and theme for each edition. In addition to preparing for the on-ground show coverage, we churned out 50+ visually engaging creatives in a span of 15 days, provided layout options for different announcement posts that featured fashion designers and sponsor brands, and curated design template options that suited the theme for fashion week. We have also covered the Fittings of each designer 2 days prior to the show, where 50+ stories each day and 20+ feed posts on avg were posted in a span of 2 days.
The BTFW 2020 #VirtualEdit was launched 3 days prior to the actual dates of the shoot. In addition to preparing for the shoots, we churned out 35 visually engaging creatives in a span of 2 days, provided layout options for different announcement posts that featured fashion designers and sponsor brands, and curated design template options that suited the theme for BTFW 2020.
Event Days - On-Ground Support
While managing the BTS footage for the official social media handles for TFW, we also designed layouts in real time and took posts live on the spot. In terms of execution, our team interviewed celebrities, showstoppers, and designers for their BTS social media bytes through a set of well-crafted questions that revolved around their experience during the Times Fashion Week. We tied up with photographers to cover backstage photoshoots to get the perfect shots for social media updates and coordinated with various SPOCs handling sponsor brands and designers for live social media coverage. We posted around 50+ feed posts and 120+ stories each day during the span of 3 days.
Live Event Broadcast
The SPRD team was on the ground to assist with the virtual streaming process for each show, virtual designs and the technical set-up of the event.
Post-event Promotion
Post the event days, posting show videos and showstopper reels on all social media platforms - Instagram, Facebook, and YouTube.
PAID PROMOTION FOR BTFW 2020
The Mandate
To boost social media posts around fashion week and cover designated milestones for each brand in line with the committed deliverables for a span of 41 days (April 8th – May 17th).
Demographics & Targeted Filters
We ensured that the ads and optimizations were targeted extensively pan-India in order to reach people who are interested in fashion. The age demographic was set from 16-60 to specifically target young adults, industry stalwarts and seasoned professionals with a passion for fashion. In addition to a vast set of basic filters, we also refrained from setting gender filters to include fashion trends across all gender norms.
The Goal
To achieve a guaranteed engagement of 200,000 and views of 700,000 on a budget of ₹500,000 across 20 brands.
Ad Campaigns
We executed two campaigns to achieve the set targets, with optimizations aimed at
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Amplifying video views
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Amplifying engagement
INNOVATION IN ACTION
DJEIFD
*Image source : https://www.instagram.com/timesfashionweek/
DJEIFD
IMPACT
We achieved 3x the targeted numbers within the assigned budget. Specifically, we garnered more than 4.7 million video views on the ads, including both the ad campaigns optimized for engagement and views, with more than 2.4 million accounts that engaged with our ads in one way or another. With an average of over 200% of the initially targeted video views on our ads, 1.3 million people watched the videos to completion or for more than 15 seconds.
The average active engagement rate has been 3%, with almost a 200% result rate on total engagement in a period of 3 months
Social Media Coverage & On Ground Support of 5 Times Fashion Editions
Followers Increase:
January 2022 - December 2022
33,163
2,234
Reach:
July 2020 - December 2022
3,731,968
5,605,921