The rising power of visual networking enables brands to increase identity and enhance your reach to discover new customers through this collective engagement. One method of sourcing successful influencer results is through events and plug-on activations. Fast-growing fashion brands such as fashion designer Saloni Lodha is just one successful example of a designer who has chosen to invest in Instagram-friendly events to showcase her latest collection.
Continue reading to discover why influencer marketing will work for your brand’s next campaign and how Instagram-friendly fashion events are key for growth in this digital age…
Instagram’s concept is simple, which is part of its appeal. The photo-friendly app has over 300 million daily active users who aim to share beautiful content online and captivate their followers through this engagement.
According to a study in 2014, Instagram blew its competition out of the water when it came to engagement. Twitter came in at a 0.3% interaction rate per follower, Facebook was a little bit better at 0.7%, while Instagram took the top spot by a huge margin of 4.2%.
Online engagement is gold for brands who want to increase identity, linking with a new audience who are responsive to your products. Instagram allows brands to create and nurture your brand as a way of affecting the behaviour of customers. Did you know for example that Burberry, Cartier, Louis Vuitton and Chloe have a combined follower count that exceeds 20 million users? However, smaller brands who are also interested in increasing engagement and don’t have an unlimited budget for influencers can also successfully tap into this strategy and benefit from engaging with micro-influencers.
CASE STUDY: SALONI LODHA
In a recent interview, featured in Business of Fashion Indian designer Saloni explained why she has chosen to invest in online marketing and capitalises on Instagram-friendly events such as Holi Saloni in Udaipur, India. Holi, the festival of colours, is one of the most rejoiced and vibrant festivals of India. On the full moon day of Phalgun (March), the entire of India celebrates Holi with absolute zeal and fervour, to welcome the beautiful spring season!
This year Saloni celebrated her own festival of colour, hosting an event to welcome guests to the 18th century Devigarh Palace hotel in the village of Delwara. She hosted a black-tie dinner, outfitting attendees in her custom pieces “in every shade of silk” and then later in Holi whites, when powder was thrown across the crowds!
Saloni optimised the Instagramable-interest from Holi and utilised this colour to bring to life her Spring/Summer collection! Saloni invited influencers and fashion industry experts such as actress Margherita Missoni who is a brand ambassador for Missoni to her event. Saloni successfully harnessed instant online attraction for the collection by understanding her customer culture and the power of visual engagement online. Her forward-thinking marketing approach is proven by her annual revenues which are projected to surpass $10 million in 2018!
CREATE YOUR OWN INSTAGRAM-FRIENDLY EVENT WITH MODEL VILLAGE
Thinking closer to home, another example of a successful marketing event optimised through Instagram was The Lounge at #LFW hosted by Model Village for fashion brand Reserved. As featured in Wonderland magazine, the event that took place between 17-19 February 2018, gave fashion models the opportunity to engage with Reserved‘s latest spring/summer collection. The venue was turned into an Instagrammable Fashion Wardrobe, with photo opportunities everywhere – from a photo booth to a step and repeat board. The models tried on their favourite pieces from the collection on show at The Lounge at #LFW and uploaded the organic content they produced wearing the clothes to Reserved‘s campaign on the Model Village brand dashboard.
Don’t mess with these #MVBabes 💥 @maddyrrich @jaz.rubz & @llaralisboa captured by the amazing @eyeseebyjudyvarenne at The Lounge at #LFW by @modelvillage.co wearing @reserved #LFW #LFWAW18 #LondonFashionWeek #MVModelMember #StreetStyle
The event created an impactful influencer campaign on Instagram for Reserved, with the content reaching over 250k people over the 3 days of the event. This type of Instagram friendly event showed immediate results for the brand at a crucial time of LFW in the fashion calendar. The content posted by the models gained much more attention than a traditional billboard campaign would have done.
Fashion Week is a key time for any fashion brand wanting to showcase new designs and engage with influencers to enhance identity and reach new customers. This time period alone involves major industry interest, with consumers constantly wanting to know what happens during the shows and behind the scenes at exclusive events such as The Lounge at #LFW.
Our platform offers brands a powerful, cost-effective and targeted way to create and manage authentic micro-influencer campaigns. Get involved today as a brand and join Model Village to discover how you can start receiving beautiful content instantly.