ANALYSIS
set of its Digital Fashion Week show , a whimsical film titled Jungle Red , Moschino pulled out all the stops . Inspired by mid-century glamour and featuring stars like burlesque artist Dita Von Teese (@ ditavonteese on Instagram ) and supermodel Shalom Harlow (@ shalomharlow ), the opulent spectacle made a splash on social media thanks to high-impact posts from participants . Models shared content from the virtual show , with many writing about how much they enjoyed shooting the video : while Von Teese described it as “ an absolutely dreamy day ,” Harlow called performing a “ pure delight .” Mentions of # MoschinoJungleRed generated US $ 168,500 EMV of the luxury fashion brand ’ s US $ 3.9 million EMV February total , helping Moschino achieve a 23 per cent month-over-month EMV growth fuelled by a 17 per cent monthover-month expansion of its influencer community .
Miu Miu revives Women ’ s
Tales film series As in previous years , Miu Miu paved the way for the debut of its Fall collection with a new short film from its female-directed Women ’ s Tales series , Shangri-La by Isabel Sandoval . While this season ’ s film didn ’ t see the exclusive screenings or parties that accompanied pre-pandemic Women ’ s Tales releases , Miu Miu ensured Shangri-La made waves on social media by styling celebrities including actresses Kiernan Shipka (@ kiernanshipka on Instagram ) and Alexandra Shipp (@ alexandrashipppp ) to view it at home . Campaign participants congratulated both Sandoval and the brand , with some emphasising the value of Miu Miu ’ s work in empowering women and people of colour in cinema : Shipp , for example , thanked the brand “ for using your incredible platform to shine a light on BIPOC creatives .” Bolstered by support for the series ’ progressive vision , content tagged # MiuMiuWomensTales garnered US $ 466,100 EMV . Altogether , Miu Miu netted US $ 3.8 million EMV in February , enjoying a 39 per cent month-overmonth EMV growth and 43 per cent month-over-month increase in average EMV per influencer ( US $ 7,800 EMV ).
Salvatore Ferragamo embraces technology With references to Star Wars and Blade Runner , Salvatore Ferragamo ’ s Fall 2021 digital fashion show was all about the future — so it naturally followed that the brand took a similarly innovative approach to encouraging influencer activity around the event . In advance of the live-streamed show , Salvatore Ferragamo styled Instagram fashionistas like Madelyn Cline (@ madelyncline ) and Ella Hunt (@ ellahunt ) for Zoom photoshoots , leveraging editing technology to create the impression participants were on the runway . Content creators enthusiastically thanked the brand for including them in the creative initiative , with Madelyn calling the experience “ a dream .” Meanwhile , Salvatore Ferragamo tapped a broader community of influencers , including Tessa Barton (@ tezza ) to hype the virtual event by showing off the outfits they ’ d be wearing to watch it remotely . Thanks to high-impact content from both campaigns , mentions of # FerragamoAW21 generated US $ 747,800 EMV in February , 24 per cent of the brand ’ s US $ 3.1 million EMV monthly total . The brand ’ s haul marked an impressive 206 per cent EMV increase from January , while its influencer community expanded 26 per cent month-over-month .
As vaccine rollouts continue , we can look forward to in-person runway shows , and accompanying influencer festivities , returning — in fact , February ’ s events might just mark the last of the pandemic era ’ s Digital Fashion Weeks . But let ’ s also hope that the forward-thinking spirit that permeated these virtual celebrations doesn ’ t fall away with Covid-19 restrictions . From offbeat campaigns to expressive films and Zoom photoshoots , Fashion Week ’ s transition online prompted brands to cater directly to content creators with impressive thoughtfulness and creativity , pushing the limits of what luxury fashion marketing looks like in 2021 . By continuing to innovate and adapt to a changing world , luxury fashion brands can further strengthen their ties to influencers , and expand their presence on social media , in the years to come .
Here are a few strategies and tips that brands in all verticals can use to level up their digital influencer activations and inspire impactful conversation :
Engage your most passionate advocates Unfortunately , virtual events aren ’ t always as enticing to influencers as in-person celebrations . So when you ’ re planning a digital activation , invite content creators who have deep , timehonoured relationships with your brand . These genuine fans can be counted on to enthusiastically chronicle their experiences with you , online or offline .
Create opportunities for remote content creation The data ’ s in : Zoom get-togethers aren ’ t exactly Insta-worthy . Because virtual events don ’ t lend themselves to visually resonant content as easily as in-person gatherings , it ’ s helpful for brands to supplement digital event invitations with an Instagrammable gift ( whether that ’ s a deck chair or a new product ) that they can share on social media to commemorate their attendance .
Don ’ t underestimate the power of fun As with in-person events , any virtual experience you provide should feel worthwhile to participants . At a time when many influencers and consumers are spending more hours than ever on their screens , plan something that content creators actively want to be a part of by catering to participants ’ unique interests and preferences .
Draw inspiration from shared values Increasingly , content creators are rallying behind brands with clearly articulated , values-driven missions , and embracing opportunities from brands to champion causes they care about . By building an initiative around an issue important to both influencers and your brand — from social justice to sustainability — you can give content creators a platform to propel forward a movement close to their hearts .
Don ’ t be afraid to take risks There ’ s no formula for hosting a successful digital event , which means the sky ’ s the limit when it comes to how your brand unites influencers remotely . From Zoom campaigns to unconventional product sends , take advantage of the wide range of tools now available to brands to create one-of-a-kind remote experiences for your fans . �
Catherine Kulke is a senior content editor at Tribe Dynamics , a San Francisco-based influencer marketing analytics company .
52 | www . insideretail . com . au May 2021