L'Oréal Melbourne Fashion Festival 2011
for L'Oréal Melbourne Fashion Festival
"Melbourne’s premier fashion event goes social"
WeAreDigital were engaged by L’Oreal Melbourne Fashion Festival (LMFF) to devise and execute digital and social strategy for the 2011 festival period. The primary focus centred upon the inaugural launch event, Fashion Full Stop. As the event was brand new to the festival’s calendar, the main objectives were to raise awareness and promote and drive ticket sales.
Digital and social channels like Facebook and Twitter were utilised to raise awareness, which ultimately would result in successful ticket sales conversion. WeAreDigital developed a range of digital tactics that varied from eDMs, digital media asset packs, Facebook fan gates, a Foursquare Brand page as well as content creation over social media platforms.
This strategy helped LMFF reach out to existing fans but also connected them with new ones. This maximised awareness of the event and consequently increased ticket sales, ensuring the overall success of the project.