We are in luck. ATREVIA has won the GOLD MERCURY EXCELLENCE Award in the category, Community Relations. We were awarded thanks to the Twitter campaign that was developed for #TwitterFashionWeek. Through this, the fashion industry was able to take advantage of the conversation and the interaction on the platform to establish diverse, open and innovative conversations with fashion lovers.
Likewise it was open to all designers so that they could bring their job to the streets. #TwitterFashionWeek had the objective to unite the most important Spanish fashion voices to make this industry more visible, days before the fashion week began.
This initiative which held more than 120 designers and fashion brands, took place a week before the Mercedes Benz Fashion Week Madrid 2015. During the 7 days, the most important Spanish designers generated conversations and content though a creative, original and inherently social content strategy.
To facilitate the interaction and to maintain interest for the conversations during the week, the designers were tweeting on 7 concrete topics (one for every day of the week) which ran though aspects like their biography and experience, sources of inspiration and muses, inception, sewing workshops, and developments in their new collections. Twitter was therefore converted into a spokesperson for the trends and dynamics of designers, allowing people to live the experience of #TwitterFashionWeek from a unique perspective.
Between the e-influencers and designers that participated in the #TwitterFashionWeek, we found great names such as Adolfo Dominguez, Angel Schesser, Custo, Teresa Helbig, Roberto Verino, Andrés Sardá and Ágata Ruiz de la Prada and also brands such as Desigual. Creators saw their visibility and influence increase because their number of followers expanded by between 10% and 40%. This growth has helped the expansion of the Spanish industry and has demonstrated that the most influencing people in the fashion community are on Twitter.
The main methods of communication echoed this initiative also in the offline environment. In fact, the campaign took a qualitative value equivalent of €302,000 and a global audience of almost 185 million people.
The commitment to identify and segment the public, invite action, add participation, interaction and generation of creative content that at the same time supports added value, has been key for the exceptional results of the #TwitterFashionWeek campaign.
This is one of ATREVIA´s initiatives in which we focus on the relationship between stakeholders, generating dialogue between communities and maximizing the opportunities that the different channels and strategies use to support companies, impacting directly on business objectives.
