Integrated. Experiential. Social. Digital.
It's hard to beat the buzz and glam of London Fashion Weekend but with Maybelline as the make-up sponsor of the event we had the opportunity to go to town.
Make It Up with Maybelline.
We invited guests to go backstage with Mollie King of the Saturdays at the Maybelline Stand where they were given professional makeovers in the Maybelline Looks of AW13 created especially for London Fashion Weekend. Guests then felt like real models by showing off their looks on our virtual catwalk, which we superimposed onto the real London Fashion Weekend catwalk, leaving them with the reward of a video they could share with their friends online. The public also got the chance to get in on the action through "get the look" videos, exclusive interviews and fashion content seeded through Maybelline's social networks.
Maybelline's stand was rated the best experience by the guests of the event, which resulted in the organisers of London Fashion Weekend requesting Maybelline to take part the following year.
GET THE AW13 LOOK AND STRUT IT ON THE OFFICIAL LFW CATWALK
Hundreds of fashionistas walked away with their dream - footage of their moment in the limelight on London Fashion Weekend's catwalk that they could share with the world.
LFW CATWALK VIDEOS
Mollie King struts her stuff on the virtual catwalk
We had a newsroom behind the scenes publishing live content from the event to Maybelline's social channels such as Facebook, Twitter, Instagram, Youtube and Maybelline's microsite - resulting in a frenzy of talkability online ensuring that the public could enjoy the same experience as those lucky enough to attend the event.
MICROSITE
The content consisted of catwalk videos, "Get the look" videos by Maybelline's celebrity makeup artist, Facebook Albums of the AW13 Looks, news updates by Mollie King and live feeds from Twitter were not only fed onto Maybelline's microsite, but also appeared live on the Maybelline stand which featured a giant digital display helping to keep all guests in the loop whilst wetting their retail appetites.
AW13 LOOKS STAND
The KPIs impressed. 7 Million people engaged with the social media and digital display activity. 92% of women who visited the experience rated it as excellent. 80% of attendees at London Fashion Weekend had a hands-on experience with Maybelline and a further 2 million women viewed our "Get the look" videos on Maybelline's Youtube channel.
ROLE - Creative Lead and Art Director
