Ignite Social Media partnered with Go Red for Women for ongoing social media services including: strategic consulting, community management, content creation, reporting, media buying and social live event support.

Go Red For Women: Red Dress Collection

Provided on the ground live social support for fashion show

Results:

  • Live coverage generated 8.5MM social media impressions, a 10x increase from previous year.

 

  • #RedDressCollection hashtag trended nationally, and Twitter selected our content for their own Twitter Moment.

 

  • Drove 287K time-lapse views and helped garner 118K livestream viewers, a 37% increase from the previous year.

Challenge:

The American Heart Association’s Go Red For Women came to Ignite with a need for live coverage, content creation real-time media optimization at their upcoming Red Dress Collection fashion show in NYC in Feb. 2016. Celebrities were the models of the show, all wearing red gowns to represent the fight against heart disease. The goal was to increase brand awareness, promote the event’s livestream and motivate donations during the show.

Solution:

We sent a team of Igniters to the event, and as the show began, we were able to capture incredible images from the celebrities’ entry-point onto the runway, creating an incredible experience for Go Red For Women’s followers. Our nimble approach allowed us to prioritize special moments, create our own opportunities for capturing and editing photography and accentuating the show’s impact. Knowing which celebrity would perform best on which platform based on target was also a huge plus.

Additionally, the strategic usage of paid media across the various channels added to the success. The channels were optimized in real-time based on spending efficiencies and content purpose across Facebook, Twitter and Instagram.