Our goal was to empower the fashion audience online. At any point during the live stream, viewers could "shoot the look" to choose their personal highlight of the collection and pin it directly to their social media platforms. Within seconds of the show starting, images of the event populated the web. We streamed the show on influential blogs and on different mobile devices. The Pre-Show hosted by Hilary Alexander, the former fashion director of The Daily Telegraph, unveiled an intimate look into the backstage for the audience online.

Launch the campaign
Published
May 2013
Topics

The Story

Our goal was to empower the fashion audience online. At any point during the live stream, viewers could "shoot the look" to choose their personal highlight of the collection and pin it directly to their social media platforms. Within seconds of the show starting, images of the event populated the web. We streamed the show on influential blogs and on different mobile devices. The Pre-Show hosted by Hilary Alexander, the former fashion director of The Daily Telegraph, unveiled an intimate look into the backstage for the audience online.

The biggest challenge was to ensure a high-quality stream of four different camera feeds splitting into a 2x2 interface grid. The specifically developed algorithm made it possible to pin the looks on Pinterest and Twitter from the live stream in real-time for the first time ever.

The Technology

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    Social

    Pinterest

    Twitter

The Results

The stream integrated seven cameras and 60 looks through four online viewing windows. The show reached 80 million viewers — 20 million in China alone — reaching 50 million over Twitter.

20M

Reach in China

50M

Reach on Twitter

80M

Reach in total

Launch Date Sept. 9, 2012