Times Fashion Week
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 BTFW 2020 and all upcoming Fashion Weeks.
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 and Twitter.
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 and collecting images with models and showstoppers in order to keep the handle active and dynamic.
The on-going 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 stay on top of the latest in fashion trends and engage 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 favorite celebrity look or enjoy an iconic fashion throwback.
Bombay Times Fashion Week #VirtualEdit 2020
Given the restrictions due to COVID-19, the first Bombay Times Fashion Week #VirtualEdit was held in December 2020. We provided extensive on-ground support in order to cover BTS footage of the entire 4-day span (15th to 18th of December, 2020) of the Fashion Week shoot. The show went live on Facebook & Instagram the following week through Virtual Handshake, which is a way of virtually broadcasting events live.
Preparing to Launch
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.
While managing the BTS footage for the official social media handles for BTFW, 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 first #VirtualEdit of Bombay 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.
Live Event Broadcast
The first Bombay Times Fashion Week #VirtualEdit was broadcasted on Instagram Live and Facebook Live on the 23rd and 24th of December 2020. The SPRD team was on ground to assist with the virtual streaming process, virtual designs and the technical set-up of the event, which was streamed in 2 parts.
In order to increase reach and maximize views and increase engagement, the live event, along with the announcement posts were promoted through Facebook Ads on Facebook and Instagram. In a short span of 15 days, we reached an approximate of 2 million+ unique accounts over Facebook, Instagram, and Twitter, organically, curated over 700+ posts across social media platforms, collected more than 20+ celebrity bytes and crafted 200+ stories for Instagram in real time.
PAID PROMOTION FOR BTFW 2020
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).
To achieve a guaranteed engagement of 200,000 and views of 700,000 on a budget of ₹500,000, across 20 brands.
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.
We ran two campaigns to achieve the set targets, with optimizations aimed at
Amplifying video views
INNOVATION IN ACTION
*Image source : https://www.instagram.com/timesfashionweek/
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 initial 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