Feb 27 Red Dress Collection Presented by Macy’s
In the world of social media marketing, it’s a misconception that we’re always hidden behind our computer screens scouring social channels 24-7. Every so often, we get the opportunity to support our client’s event activations via social. Most recently, our team braved the Blizzard of 2017 and ventured up to the Big Apple for our client, Go Red For Women, where we covered the Red Dress Collection Fashion Show presented by Macy’s.
The Red Dress Collection Fashion Show presented by Macy’s is an annual event put on by two phenomenal organizations in an effort to raise awareness about women’s risk of cardiovascular diseases and stroke. This year, there were two special walkers. Two survivors opened the show in addition to 20+ female celebrity volunteers who participated in the event.
This past year was our second time covering the event. We were able to incorporate our learnings from the previous year and add on some exciting social activations to the show this year. Our goal was to engage the audience in attendance as well as those online watching from home.
UGC Aggregator at the Venue
One of our favorite additions to this year’s event was the UGC aggregator that we created to engage the audience pre-show. The aggregator was displayed on a large screen for all to see behind the runway. Audience members had the opportunity to be featured on-screen by sharing a photo with #RedDressCollection. Content was approved in real-time and pushed it live for attendees to view. UGC content was mixed with behind-the-scenes content our team was shooting as well as messages from sponsors and heart related stats.
One of the great benefits of social media is the ability to give our fans an exclusive look at what is happening in real-time. We did just that with extensive behind-the-scenes coverage at Red Dress Collection presented by Macy’s. While celebrities were getting ready for the event, our content team took photos and videos that we shared across the brand’s social channels. We had select walkers takeover the brands Instagram Stories to tell viewers why they #GoRedWearRed for the event. Behind-the-scenes content was some of the top performing pieces from the event, both this year and last.
A new addition this year was activating on another real-time channel, Snapchat. We created a Snapchat geofilter for the event having it span the venue and the surrounding area for additional coverage. Creatively, we had the geofilter mimic the look and feel of the proscenium at the event.
Livestreaming the event is nothing new, but this year we took a social first route to bring the broadcast to audiences at home. Instead of streaming to a landing page, we executed a Facebook Live video of the entire event. The Live stream started with some shots of the audience getting ready to make viewers feel like they were in the room as well. The stream lasted a little over an hour with coverage of the survivors, walkers and a live performance by Rachel Platten. We had a Community Manager engaging with viewers throughout the entire time we were Live to encourage social conversation.
Overall, our team had a great time supporting this event for such a worthy cause. We are already looking forward to next year’s Red Dress Collection presented by Macy’s!