Sew Far, Sew Good!

Twitter: @projectrunwayoz
Facebook: http://bit.ly/4r5p2

The campaign has six core elements built around what we call the ‘Communication Pivot’. In this case the pivot is simple, ‘Fashion Design’.

Influencer follow: Following a small core of fashion and style bloggers to initiate Twitter
Designers on board and designer giveaway. Securing 12 designers as partners to offer designer garments as treasure hunt prizes in the days running up to the first episode (Designers included Kirrily Johnston, The Cassette Society, Hussy and Feiyue to name a few).  

Bloggers on board: Engaging fashion and style Bloggers to support Project Runway with editorial and retweets

Designer retail on board: In the run up to the first episode designer sales website Coco Lee was partnered with to provide discounts as prizes for correctly answered questions. 

Live Chat: During the episodes live Twitter and Facebook updates and conversations too place with Twitter and Facebook pages hosted by guest fashion and style bloggers.

Facebook Ads: Short run impressions buy with designer giveaway as featured call to action

Rather than overload tweets and Facebook updates throughout the week we drove all activity around the core focus, the episode itself. This allowed us to build loyalty to the time slot and not harass the followers that we have. Four weeks into the campaign and we have generated the following:

Twitter
Followers: 1600
Conversations with followers: 1220

Facebook
Fans: 6100
Average comments/interactions per week: 210


For the rest of the series we will continue to build followers and fans with live chat, polls and commentary on the show pre, during and post episodes. Additional prizes and incentives build around the communications pivot will also be offered including styling sessions with top stylists, show related products and other designer and fashion items.