In September, I shared the vision for the IBM and Melbourne Spring Fashion Week innovation partnership. Now that the year is coming to a close it is time to share with you the results of our partnership by design.
If you recall, the objectives for the partnership were to deliver digital experiences to improve engagement, identify influencers to the event, leverage the social data to improve event results through targeted eDM and Facebook campaigns and to predict shoe trends in Melbourne.
The results were substantial. As quoted by Lucan Creamer , Executive Manager, Commercial and Marketing:
“Social (media) provides insight into customer feelings and thoughts; we use that insight to inform our strategy at the very beginning.”
Throughout the event, there was a 584% increase to social activity. Primarily, this was driven by a. Understanding current and potential influencers and engaging them in a meaningful way so they were inspired to share details of the event with their followers and b. Through strategically placed digital media in the city, to promote the event, offers and social activity. For the City of Melbourne, this was important as it created interest and engagement towards Melbourne Spring Fashion week through social content – particularly via Instagram and Facebook as the two preferred social channels for this event.
For City of Melbourne, a 584% increase to social activity created a 400% increase to sold out shows year to year! 400%. More revenue in ticket sales to reinvest in the City of Melbourne, and more people engaging with the local fashion designers which will drive future increased sales for local retailers.
And by using the analytics on the persona of attendees, influencers and prospect attendees, and creating a target persona of the male fashionista, it was then possible to narrow the target audience for facebook advertising, resulting in an 11% conversion rate to ticket sales.
What I love most about this story is the interweaving of a digital transformation strategy, with a passion for engaging the customer, and the enablement of proven marketing results through technology.
For business, what we learn from this case study is
1. It starts by enbracing a digital transformation strategy – and even the most traditional businesses, including runway fashion shows can embrace this now.
2. Understand your audience – current customers, prospect customers, influencers and potential influencers – by using all available data – enterprise and social.
3. Use this complete data, to build personas of your audience to base your campaign segmentation on, and to ensure you know what social channels they want to be engaged on and with whom.
4. Automate your social marketing campaigns to target the audience as defined by your data rich persona creation.
5. Take a risk and have some fun! Now is the time we should be empowered to take risks using insights from data, and marketing automation to reach the identified audience
It has been a joy to be part of the MSFW and IBM team this year – and be part of a story which is at the heart of every data driven marketer.
But for now, as my family prepare to leave for a Christmas vacation, I would like to take this opportunity to wish you all a very Merry Christmas and magical New Year. See you in 2016 🙂