Take Lakme Fashion Week down the global runway
Explore newer digital avenues and bring innovation to the world of fashion.
Generate morebuzz on digital
for the brand.
Objectives
Platform Instagram is emerging as apowerful medium in fashion marketing.
Heralded as the ultimate destination for fashion mongers.
More people are turning towards Instagram for latest fashion trends. We capitalized on this trend to create a collaboration of a one of a kind “Instagram Show”.
We partnered with Instagram, a photo sharing app, to showcase Designer Masaba Gupta’s brand new collection exclusively for a ‘Digital Runway’
Idea
The Masaba Gupta Instagram Show was used as an innovation and it was the first of its kind in India.
Live Instagram accounts forLakme Fashion Week & Masaba Gupta.
India’s first ever Digital Fashion
Week
Create
Execution Phase 1
Imprint 7:30pmas the Instagram
MasabaHour
Phase 2Live photos
and videos from backstage.
Phase 3The
Digital Runwaygoes live
Pre-HypePHASE 1 : Posts at 7:30pm to resonatethe Instagram Masaba Gupta hour in the minds of the followers.
interactions
500+
interactions370+
interactions435+
PreviewPHASE 2: We built a hype with trailersshowing snippets from the new collection.
Our previewvideos hitmore than
1100 likes!
Live ShowPHASE 3: One picture of each look was uploaded on Instagram every 2 minutes,just as in a live show.
followers by
2000Increase in
in 2 hours
Createdthe first ever
DigitalRunway
More than 50,000 comments, likes and shares over time.
The show trended on the Instagram accounts of Lakhme Fashion Week and Masaba Gupta.
Engagement
Increase in
in the 15minsof the live show!
likes by 5korganic
ResultsLeveraged a new platform to reach out to a whole new audience.
Gained new followers and created an impression in theminds of the viewers.
The Instagramshow reached
out to more than
30k people!
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